How factors are supported to sell Castrol products
Marketing, training and upselling are all words that are associated with a business, so what does Castrol do to promote all three? Its distributor business manager, Courtney Foreman, tells us.
Q. What are the key marketing campaigns and initiatives that Castrol is currently undertaking to engage with motor factors?
A. “To grow within motor factors, Castrol has designed a recommended stock pack based on analysis of the UK car parc, the average age of vehicles on UK roads, and the most popular oils that are needed or requested by customers. Castrol recognises the importance of costs in the management of a motor factor business. Castrol continues to market stock packs, along with relevant merchandise and marketing materials, to promote and communicate products suitable for them.”
Q. How is Castrol planning to support motor factors? Are you able to elaborate on any specific initiatives aimed at boosting sales and encouraging upselling?
A. “Ensuring Castrol is visible to consumers is key to potentially increasing sales of Castrol products for motor factors. Castrol provides a range of support measures, from digital assets that can be used on websites, to a range of in-store point of sale and marketing materials. Throughout the year, Castrol runs different promotional activities, including, for instance, the opportunity for its customers to win tickets to popular sporting events, including major football tournaments, Formula 1 and MotoGP, based on qualifying purchases and subject to terms and conditions. Not only does Castrol provide exciting marketing activities, but it also runs bespoke promotions to motivate purchases of its products and stock replenishment.”
Q. What training programmes and resources does Castrol offer to ensure that staff are well-equipped?
A. “As engine requirements continue to develop, with constant advances in mobility, Castrol aims to educate its customers to enable them to make informed decisions on which engine oils to purchase. Castrol takes on this responsibility in several ways:
“Castrol’s point of sale and marketing materials have QR codes which direct customers to its online ‘product finder’ website. This enables users to input a registration and instantly receive an approved list of Castrol oils that are suitable for specific vehicles.
“Castrol also provides motor factors and customers with easy-to-understand reference guides. These short booklets explain the different Castrol products and the makes and models that they can be used in.
“Ultimately, Castrol’s key objective is to ensure customers are well-informed when selecting, checking and refilling engine oil, and that all motor factors can be confident about selling and recommending the Castrol product range.”
