Harley-Davidson and Intel, Rev Up the Customer Experience

Date: 
11/22/2011

Summary

H-D CanadaIntel® Audience Impression Metrics Suite (Intel® AIM Suite), integrated into digital display systems from Planet-Tek Systems*, enable Deeley Harley-Davidson* Canada to deliver the right message to the right customer and better engage them – on the road and inside dealerships.

“We really wanted to learn how we can leverage this technology and make it part of the strategy to collect metrics about audience engagement, as well as mine consumer data through viewing patterns and help our shoppers navigate through what can be a busy environment.”

Aileen White
Manager of Retail Environment and Consulting Services Deely Harley-Davidson* Canada

The Business Challenge

  • - When you’re a lifestyle brand, known worldwide, how do you stay ahead of the pack, grow your customer base and build the brand, while creating even stronger bonds with current customers?

  • - When your customers range from working-class bikers to wealthy weekend enthusiasts to young women making a fashion statement, how can you communicate with the right group at the right time?

  • - When you have over 30 different models, with hundreds of variations, as well as a wide range of Harley branded wear, gear and accessories, how can you give customers instant access to your full catalogue?

  • - When you already have mindshare in-store and at sponsored events, how do you ensure that media is relevant, engaging and delivering a substantial return-on-investment (ROI)?

The Marketing Opportunity

Deeley Harley-Davidson Canada saw an opportunity to use digital signage technology, in-store and on-location, to strengthen customer relationships, provide access to the full catalogue of Harley’s diverse product lines and welcome everyone to the Harley experience.

The missing ingredient was the ability to somehow measure success. Who was watching and what did they see? How many? For how long? What attracted them? What held their attention?

If you can’t measure it, you can’t market it. 

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