Challenge

• Fully engage dealer staff with the Toyota brand
• Maximise Toyota Franchised Dealer Network sales performance
• Revitalise Toyota Guild, originally a dedicated paper-based information and reward resource
• Communicate, educate, motivate, measure performance and deliver rewards to dealer staff.

Solution

• Develop the Guild into an integrated and user-friendly web platform
• Deliver tailored information and messages through an accurate database which, via sign-on, identifies visitors and their role in the business
• Information includes everything from interactive on-line learning and Toyota F1 team updates to TV advert previews
• Allows retailer staff to earn Guild points on the latest tactical incentives and spend them via an on-line catalogue
• Offer a range of services that has something for everyone in the retailer network.

Results

• 100% of the dealer network use the Guild
• Total reach of 4,500 dealer staff
• Enables Toyota to evaluate the take-up of new initiatives
• Hits to the site peaked at 95,600 per month
• Now in its eighth year, 98% of members regard the Guild website as a trusted messenger and the ‘go to' place for key information
• The Guild is the most visited Toyota GB website.