Building Dealer Loyalty

In the motorcycle industry, about a quarter of a dealer's revenue should come from accessory sales. As a super-premium brand BMW Motorrad accessories had to compete with substantially cheaper alternatives.

Originally our BMW Motorcycles accessory program boosted overall sales in this category by providing a complete direct selling capability, with online and call center services and our world-class web catalog. Dealers participated in the financial benefits of the program but did not have any direct contact with the customer, contact that is important in any business but even more so in motorcycle sales.

Our answer was to develop the BMW Riders Gear Store System, a centrally maintained and operated web storefront that passes orders to the customer's dealer of choice for processing and fulfillment. The store is dealer branded and compliant with BMW Motorrad's strict corporate ID guidelines.