Scot JCB

Driving Robust Ecommerce Sales for Scot JCB

Everyone's heard of a JCB; a workhorse of a machine synonymous with quality, reliability, resilience and being big and yellow, they're easy to spot the world over.

Having partnered with the Scot JCB Group for over 5 years, our digital journey together has allowed us to positively impact more parts of the Group’s online presence. In addition to multiple lead-gen sites across its brands, we develop and market an online shop for the sale of an extensive catalogue of service kits, parts and consumables

Although JCB is a household name, competition across key spaces of construction, agriculture and ground-care is stiff. A marketing-led and target-user focussed approach to the Group's online presence is pivotal to maintaining its online market share and delivering positive ROI month on month.

As well as continuing to raise general brand awareness, our Digital Marketing Strategy needs to take advantage of an existing search demand in machinery and parts and grow the Group's captive audience through Social Media.

Online Presence

Using the Group's UK site as a foundation for an international market, we have launched several dedicated websites to capture demand across the UAE, Israel and Russia, with the country-specific domains, content and contact details that users expect.

Driving all lead-gen sites is the Umbraco open source content management platform combined with a mobile-friendly user experience which communicates Scot JCB's award winning customer service and provides easy access to a catalogue of machines and parts which changes daily.

This future-proof online foundation extends to supporting standalone sites for other brands which makeup the Group including SIA, SPS, AM Philips, Kelso & Lothian Harvesters - each with its own marketing position and strategy.

"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

User-focused features include personalised a sign-up to machine update-alerts and custom integration with stock and CRM systems, which keeps customers connected to the information they need.

Valued customers also need secure and up-to-date access to fleet performance and usage information on their machines on-site - with mobile access, whilst on the move of increasing importance.

The current integration with our lead generation website allows us to automate the refresh of our used machinery feed on a daily basis. Our sales people upload the images and spec to our CRM system which is then exported to Radiator. This means the customer can see exactly what we have available and also there is no duplication of work for us.

Lucy Mullin, Marketing Manager at Scot JCB Limited

Digital Marketing Strategy

Our Marketing experts are responsible for the development and roll-out of an international Digital Marketing Strategy which embraces the online marketing mix across natural and paid search, Google Shopping, Remarketing, Display, social media and email campaigns.

The lion's share of our marketing efforts focus on the UK - to primarily increase used machine enquiries and machine alert registrations, as well as to boost traffic to key areas and generate revenue for parts.

Conversions are the main event of any Digital Marketing activity and as with all clients, Scot JCB receive monthly performance reports which track a range of KPIs but more importantly conversions across: new/used machine and parts enquiries and machine alert sign-ups.


  • Website traffic from social up 30%
  • Sales leads up £280% from SEO and up 300% from Social
  • Machine alert registration sign-ups are up 300 and 610% from direct / referral respectively -
  • Parts enquiries up 300% from paid search (PPC)
  • New machinery sales enquiries – up 900% from SEO
  • New machine alert registrations – up 240% from SEO
  • Used machinery sessions up 3700% from Display

The team at Radiator are not only very knowledgeable but very patient which is handy when I am looking for info at a moment's notice!  The Team complement each other, with all having a part to play in making our digital presence a success through their joined up approach. Through our used machine feed we have tracked all of our prospects and sales and the website is showing very positive ROI. Monthly marketing performance reports make it so much easier to plan and also to answer any questions from the Board.

Lucy Mullin, Marketing Manager at Scot JCB Limited

Key Skills

  • International Digital marketing strategy
  • 3rd party software integration
  • Conversion optimisation
  • Brand development
  • Ecommerce
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