challenges
Rolls-Royce Motor Cars North America was looking for a way to directly and regularly engage with clients to elevate brand and RR lifestyle product knowledge and experiences. Whispers was created specifically for elite clientele and RR owners as a complimentary app, acting as a hybrid of a community platform where owners could connect with one another, and have access to a 24/7 concierge service.
Using the app, RR clients were able to find the best hotels, restaurants, VIP event tickets, luxury inspirations, and of course, receive exclusive access to new models and releases.
Before the rollout, Rolls-Royce Motor Cars had minimal information regarding market competition. They neither had a process in place nor had they trained any of the internal and sales team regarding the application. The project was founded with very little realization of the desired outcome.
solutions
rpc conducted comprehensive competitive analysis by combining market-level data and research, allowing a deep understanding of the competitors’ market. Through these data-steering efforts on the backend, Whispers allowed Rolls-Royce to leverage the App to keep up with their competitor’s product updates and new feature launches.
In order to boost customer engagement, robust, targeted campaigns were hosted and managed through a CRM, emails, and physical mail, for which the audience was identified by a customer segment analysis, based on previous campaign trends, resulting in a total conversion rate of 11%.
Finally, to manage this program effectively through data and operational planning, over 45 dealers and 7 internal team members were trained by rpc to continually run and adjust the program as needed.
