Driving Retention: Transforming Dealership Engagement and Sales Performance
THE CHALLENGE
Peugeot faced persistent challenges common to automotive retail networks: high sales staff churn, inconsistent brand and product knowledge across dealerships, and varying sales conversion skills. Building long-term market share required an initiative that went beyond consumer-facing advertising to directly support, educate, motivate and retain the frontline dealership teams responsible for closing sales.
THE STRATEGY
Building on a successful working relationship across previous automotive brands, we developed the “Excelerate” sales program. The strategy combined structured online education, intuitive digital tools, practical sales resources and a performance-based incentive program designed to reward both learning and sales achievement.
THE SOLUTION
We developed and delivered an integrated dealer support program combining online sales training, performance incentives, digital tools and practical showroom resources to strengthen engagement across the Peugeot dealership network.
Key elements included:
The Excelerate Program Presenter: A complete strategic framework and presentation suite designed to engage dealer principals and align sales teams with brand and program objectives.
Custom Online Training Academy: A purpose-built digital learning platform with an intuitive dashboard for completing training modules and tracking staff progress and product knowledge.
Performance Incentive Program: A points-based reward system that recognised staff for completing training modules and achieving sales KPIs, with accumulated points redeemable for Visa prepaid cards across multiple reward values.
Dealership Sales Kits: Physical and digital toolkits equipped with practical, sales-focused resources for use on the showroom floor.
Multi-Channel Digital Asset Suite: Scalable online marketing materials and digital assets supporting local dealership sales and customer engagement.
THE RESULTS
The Excelerate program strengthened dealer engagement by bringing product training, sales resources and performance incentives together in one coordinated program. Dealership staff gained access to practical tools and structured learning designed to improve product knowledge, build sales confidence and encourage ongoing participation across the Peugeot network.
WHY IT WORKED
By connecting training, practical sales support and performance-based rewards within one program, Excelerate gave dealership staff a clear reason to participate and progress. Teams were not only better equipped to sell Peugeot vehicles, but recognised and rewarded for building their knowledge and achieving sales goals, helping create stronger and more sustained dealer engagement.