Summary of the impact

Loughborough University research into strategic marketing and customer engagement has resulted in the development of the Toyota Retail System (TRS), a comprehensive benchmarking toolkit for the retail activities of the world's largest automotive company. TRS has provided Toyota with resilient practices and a structured approach to merchandising across its dealer network, including customer interaction and showroom layout. It has also been used to analyse and transform Toyota's displays and presentations at the world's leading motor shows. TRS is now available to Toyota personnel and affiliates in more than 150 countries and has been described by the company as "fundamental" to its continuing success.