Upselling to existing customers to improve the average re-purchase rate for new machines
The Challenge.
It may be one of the world’s most iconic brands. But Harley-Davidson still needed support to improve the frequency with which current customers upgraded their bikes. Its goal was to reduce the average time before people bought a bigger model from 3.1 years down to 2.7 years. A major undertaking considering the sheer number of Harley-Davidson customers.
Our Approach.
We knew that Harley-Davidson’s customers were based all over the world. So an email lead generation programme was always going to be the most effective (and cost-effective way) to reach out to them all directly.
We started with the data. By diving into the ‘bike preference’ information Harley-Davidson already held, we mapped out specific ‘journeys’ that focused on the desires of different groups. We then created rich content and engaging emails with a series of micro conversions through to purchase – from viewing the latest model to booking a test ride through to direct dealer consultations.
Automation workflow triggers allowed us to tailor each subsequent email based on the previous action each customer took. And we made it flexible too. If anything within a particular journey wasn’t working, we made easy to change things to keep customers engaged and closer to purchasing a brand new bike.
Highlights.
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