Scot JCB Group



The Brief

Despite JCB being a household name, online competition across Construction, Agriculture and Ground-care is strong. A user focussed and marketing-led approach to Scot JCB Group's online presence is pivotal to maintaining its online market share and delivering positive ROI, month on month.

A further driver for this cross-site digital transformation was a pan-group consolidation from a look and feel perspective following a recent re-structuring and re-brand across the companies that make up the group: Scot JCB, Scot Industrial Air, Stewart Plant Sales and Scot Agri.

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By combining insights gained over our 10 year partnership with Scot JCB with targeted search terms, our creatives were able to craft a UX tailored to the Group’s brand values, target audience groups and their search intent. 

Utilising leading design prototyping platforms and our agile design methods, we worked collaboratively with our client on a more visual and functionally consistent look & feel across the sites. This approach brings more predictability and familiarity from a user perspective as they navigate between the brands and complete one of a number of calls to action including machine alert sign-up & wish-lists, categorised enquiries and eNewsletter opt-in.

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The sites are driven by leading open-source CMS: Umbraco, offering our client centralised and efficient management across all sites with permission-based admin access across the sites as required. Umbraco's flexibility allows seamless integration with Scot JCB's CRM platform: IFS, supporting engagement with customers across the entire relationship lifecycle. This integration also passes product and stock information in real-time, populating online product catalogues which users can sign to receive the latest alerts. 

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Further custom features to boost user engagement include, MailChimp integration for eNewsletter sign-ups, Safer Job Vacancy Integration for the management of vacancies and applications, a depot location tracker leveraging the power of Google Maps and a live Instagram feed to make the most of the Group's frequently updated visual posts.

Umbraco’s flexibility will soon be further utilised through the launch of a Group-wide intranet to keep all personnel up-to-date and in-the-know.

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Digital Marketing

Our strategic digital marketing approach encompasses a range of tactics across Scot JBC’s suite of sites to leverage our fully integrated service: from impressions and traffic, to engagement and conversion optimisation.

Organic search and Google AdWords (search, remarketing & display) campaigns and ongoing content planning are all based around specific machines with healthy monthly search demand.

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Results to date

YOY comparison Jun-Aug 21 vs Jun-Aug 22:

  • + 369% increase in new users
  • + 351% in overall sessions
  • + 175% increase in Paid search traffic
  • + 116% increase in conversions

Our whole web admin team find Umbraco incredibly easy to use. I didn't have a huge amount of CMS experience when I started at Scot JCB - however using Umbraco has been simple. I am able to make and edit content, add or remove pages and create campaign landing pages when I need to without having to ask the Team at Radiator.

Lucy Mullin , Marketing Manager, Scot JCB Group


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