RETAIL INTEGRATION
Aligning the brand and its dealer network
Situation
H-D’s many departments and business units were developing plans, promotions, marketing tactics, training and communications independently and often overlapping one another, leaving dealers struggling to prioritize and activate. The result was a splintered retail brand presence and a highly unaligned dealer network.
Solution
We developed a Retail Integration program to align the H-D business units and provide dealers a cohesive, turn-key retail marketing program that would deliver brand consistency and drive retail performance.
The approach focused on:
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Driving immediate retail results and maximizing dealer profitability
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Providing solutions that would act as the foundation of a dealership’s marketing strategy
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Delivering a single integrated solution across the entire dealership, focusing on key products and services
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Streamlining all the marketing guidance to support dealers into comprehensive 2-3-month programs
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Integrating and aligning business unit and retail-facing corporate objectives
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Delivering campaigns, promotions and consumer experiences that allow dealers to fully leverage the power of the H-D brand while maintaining the uniqueness of their dealership
Results