JLR, one of the world's premium luxury brands, is on a transformative journey to redefine what modern luxury looks and feels like. And, critically, to embed it into every aspect of their customer experience.
In the experience economy, discerning customers seek more than just high-end products. They expect luxury brands to not only deliver exceptional quality but also to align with their values, offering a harmonious blend of opulence and purpose.
For luxury brands like JLR, this shift presents both a challenge and an opportunity: To transform every touchpoint - from digital engagement to the showroom floor, and beyond - into a chance to craft unforgettable moments and forge deeper emotional connections. In this new paradigm, the true measure of luxury lies not just in the vehicle itself, but in the entire journey of discovery, ownership, and brand affiliation.
THE PERFORMANCE CHALLENGE
In 2022, we team up with JLR to create a luxurious, tangible, and palpable narrative with 180 general managers and sales executives to take back to their teams, to make modern luxury the lived experience of their clients. The next step in this journey was to build on and amplify the concept of modern luxury and what it means for JLR and its clients.
JLR invited TPA to assist with facilitating the change management sessions that form part of the Modern Luxury in Retail programme rollout. The programme would be split into two groupings:
1. General managers and sales executives
2. The remaining retail colleagues
In November 2023, we took the first group of a combined 180 general managers and sales executives across sub-Saharan Africa on a career-defining experience.
THE ASK
General Managers and Sales Executives. November 2023. Four sessions. Two days. 180 future brand ambassadors. Retail colleagues. February-March 2024. 16 Sessions. One day. 795 future brand ambassadors.
November 2023
4 | 2 | 180 |
sessions | days | general managers and sales executives |
February 2024 - March 2024
16 | 1 | 707 |
sessions | day | retail colleagues |
LET'S DO THIS
THE SOLVE
We had to communicate that urgent transformation was necessary for survival, and that grasping the experience economy was the only way to stay relevant in a landscape that is constantly littered with new and shiny toys.
“Brands must evolve or die.”
By using the powerful medium of storytelling, we were able to convey that living according to the Modern Luxury philosophy is the ultimate brand differentiator within the JLR context, and that we would be there every step of the way.
OUR IMPACT
