Challenge

Chrysler's Mopar Parts division had historically been split into several product line portfolios, with each portfolio hosted on a different Web site with a unique dealer login and password. In addition, each used a different formula to compute co-op marketing funds. Chrysler and its dealers wanted a combined resource for all parts marketing programs.

Strategy

J.R. Thompson Company first analyzed all of the individual dealer marketing programs and the Web site for each in an effort to optimize efficiencies across platforms. Some of these Web sites were hosted by other vendors, so it was important that the new, central Web site and its third-party billing process work correctly with other vendors. A new Web site map was developed and shared with JRT, Mopar and other third-party vendor technology departments to ensure full integration.

Result

Whereas Mopar's separate divisions found it difficult to coordinate internally, JRT was able to provide the consistency required to develop a strategic plan and consolidate. The new Mopar One effectively consolidated all marketing efforts into one program with a single Web site. Most importantly, Mopar Parts dealer marketing orders increased exponentially and system complaints were reduced significantly.