CASE STUDY: ‘Vauxhall Trade Club – shaping your business’ for Vauxhall UK, by Palmer Hargreaves
Vauxhall Trade Club is a trade parts programme selling genuine parts from Vauxhall dealers to the independent repairer. It is an established, successful and profitable programme operating for 20 years. In the previous year sales had remained static and research identified a need to change the way Trade Club was promoted, and move away from a price and discount-led proposition.
At the time of the change (2010) there were a variety of challenges facing Vauxhall Trade Club, ranging from the economic climate to the speedy pace of change within the industry. Vauxhall wanted to move the focus away from price and competitive discounts on a few key products while re-establishing growth in market share.