RLA

Together, we became a valuable extension of FCA’s marketing team.

THE PROJECT

Transform the local marketing effectiveness for the whole UK Fiat Chrysler Automobiles business – a network of 6 brands (Fiat, Alfa Romeo, Jeep, Chrysler, Abarth and Fiat Professional), 315 dealer branches, 6 regions, 10 principal brand clients and 14 secondary clients across sales, product, training, Aftersales and Financial Services.

THE STRATEGY

The key to driving dealer engagement was a combination of both our unique portal technology and the quality of our in-house dealer service infrastructure. Interaction through the portal had to be seamless, intuitive and deliver to dealer needs. The FCA portal we created provided complete transparency on dealer performance and marketing activity, meaning RLA could deliver a proactive service, focusing on underperforming dealers and assisting them to improve sales.

THE OUTCOME

In three years, amongst the plethora of KPI measures for each brand, we are extremely proud to have achieved the following selection of results:

  • 324% growth in voluntary branch advertising asset usage over 3 years
  • 41% increase in Digital Asset usage
  • 52% saving in the total programme budget versus previous suppliers
  • Supported Jeep sales growth by 612%
  • 80% Cost Per Lead Reduction
Brand Desire
Customer Acquisition
Cortex
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