Scot JCB Group
Driving Robust Ecommerce Sales
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.
Solution
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.
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.
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.
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.
Results to date
YOY comparison Jun-Aug 21 vs Jun-Aug 22:
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
