Overview

Jaguar Land Rover (JLR) is a global leader in luxury automotive manufacturing, renowned for its iconic brands—Range Rover, Defender, Discovery, and Jaguar. JLR is committed to delivering modern luxury by combining exceptional design, advanced technology, and sustainable innovation. Through its digital transformation initiatives, JLR is redefining the vehicle purchase and ownership journey by enabling seamless, personalized, and connected experiences across its global customer and retailer ecosystem.

Supernova Award Category

Marketing & Sales Effectiveness

The Problem

JLR’s vehicle purchase journey was fragmented, with inconsistent customer and retailer experiences and a disparate technology landscape. The existing wholesale-led model limited seamless engagement across channels and lacked the ability to deliver personalized, connected customer journeys across digital and physical touchpoints.

The Solution

Jaguar Land Rover (JLR) in partnership with Tata Consultancy Services (TCS), has enabled the transformation of JLR’s end-to-end customer journey through a digital-first, omnichannel commerce ecosystem. This initiative focuses on delivering seamless, personalized, and scalable automotive retail experiences while ensuring strong integration with JLR’s global retailer network. TCS and JLR developed the Modern Luxury Purchase Experience (MLPX), a customer-centric, omnichannel platform powered by Salesforce multi-cloud. The solution integrates the entire journey—from discovery to ownership—enabling hyper-personalized experiences, seamless transitions between online and retailer-led interactions, and Enhanced capabilities including stock matching through intelligent algorithms.

The results

MLPX transformed JLR’s customer journey from a fragmented wholesale-led experience into a connected, omnichannel retail model that fully integrates retailers at every stage of the journey. Customers can now seamlessly configure, explore, finance, and purchase vehicles across digital and physical touchpoints, with retailers actively supporting key interactions such as consultations, test drives, and order fulfilment. This has enabled JLR to deliver a distinctive modern luxury experience driven by personalization, transparency, and seamless transitions between digital and retail interactions, while strengthening collaboration across its retailer ecosystem.

Metrics

1.Transition from a fragmented journey to a seamless omnichannel experience 2.Evolution from a wholesale-led approach to a digitally enabled, customer-centric retail model with strong retailer integration 3.Deployment across multiple markets supporting different sales models and retailer ecosystems 4.Creation of a multi-million-pound revenue opportunity for future market rollouts Improved: 5.Customer data richness 6. Price transparency 7. Revenue opportunities from services and accessories

The Technology

Salesforce Multi-Cloud: Commerce Cloud, Salesforce Core, Marketing Cloud Integrated ecosystem: Financial services providers, Valuation systems, Retailer systems

Disruptive Factor

MLPX redefines automotive retail by enabling a customer-centric, digitally enhanced experience that seamlessly integrates both online platforms and physical retailer interactions. It replaces fragmented processes with a connected ecosystem where customers, retailers, and partners operate cohesively. The solution introduces a globally scalable architecture with a standardized core, adaptable to local market needs and retailer operating models. By combining hyper-personalization, omnichannel continuity, and strong retailer collaboration, it challenges traditional automotive purchasing experiences.

Shining Moment

A key achievement was successfully delivering a unified yet flexible digital ecosystem that brings together customers, retailers, and partners into a seamless journey supporting different BTO/Stock sales. This transformation enhanced the overall customer experience while strengthening retailer collaboration, marking a significant milestone in modernizing automotive retail for JLR.