Get an inside scoop of Harley Davidson tech evolution!
In Fall 2023, we were tasked with creating a system to generate digital brochures for Harley-Davidson. The goal was to boost sales by replacing traditional paper catalogs with interactive electronic brochures, offering a more immersive experience.
To achieve this, we developed a custom CRM, designed to allow sales representatives to craft personalized brochures with ease. This innovative approach enables Harley-Davidson to dynamically update product information, ensuring that clients always receive the most current details.
A closer look at the challenge ahead
A key requirement was to enable multiple Harley-Davidson salons across Switzerland to use the system and dashboard simultaneously for creating brochures. Currently, 16 salons are part of the system, with a total of 28 motorcycle models from 5 different families. Each salon has its users with varying levels of system access, and clients are assigned to specific salons and users.
Additionally, the system had to support brochure creation in four languages: English, German, French, and Italian. This required adapting the content for all four languages.
Another challenge was the extensive range of technical specifications for each motorcycle model. It was crucial to display these details accurately and in the appropriate language. We addressed this by parsing the technical data and tailoring it to each model and language.
Behind the scenes: development process
The core idea was to enable Harley-Davidson sales representatives to create and send personalized digital brochures showcasing a range of motorcycle models to their clients. Each brochure could include a customized message, adding a personal touch. Clients had the ability to view photos and videos of the motorcycles that interested them, along with detailed technical specifications.
The brochure also included a section that highlighted all models within the same family, as well as other related families. Clients could easily request a test drive, ask for additional information, or contact a sales representative directly through the brochure.
In the later stages of development, we integrated a catalog of motorcycle parts, along with Harley-Davidson merchandise such as jackets, T-shirts, and helmets. Although the brochures currently don't support direct purchasing, this feature is being considered for future updates.
Client feedback has been positive, with many appreciating the flexibility and interactive nature of the digital brochures, as well as the convenience of being able to engage with sales representatives and request additional services from a single platform.
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Originally, the digital brochure was designed for the Swiss market, with plans to possibly expand to international regions in the future. However, recent feedback suggests that both Germany and the USA have shown considerable interest in the digital brochure, prompting us to consider a wider rollout. As part of this expansion, we're exploring a bulk upload feature to streamline the process of importing client data.
Harley-Davidson dealers have embraced the digital brochure, highlighting its user-friendly design and the ability to personalize content as major benefits. Given its popularity, we're now focused on expanding the system to support a larger user base and to improve its capabilities to meet the increasing demand.
