Case Study

Global Motorcycle Brand

CMS Implementation For The Global Motorcycle Brand

Work Type
  • Front-end Development
  • Back-End Development
  • UI Design
  • UX Design
TECH STACK
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Overview

Royal Enfield is a global brand since 1901, has a geographical presence in over 70 countries. The brand delivers consistent, omnichannel customer experiences, achieves scalability, diversifying into countries, and continents.

Royal Enfield has the largest community across the globe in the automobile sector. This community comes across with the Rides, Events, Social Media Handles, Interactive Forum, User Engagements via Competitions, etc. TechChefz implemented a Multi-Locale Multilingual Omnichannel CMS platform for Royal Enfield.

Project Challenges

  • Royal Enfield was looking for a platform to support their public websites and internal portals for over 20 countries with the potential to expand in many other countries.
  • Each country’s market had to have different marketing strategies and content along with efficient workflows for convenient backend management.
  • The platform had to integrate with Dealer Management System, CRM & other internal/external applications with respective data flows.
  • The main challenge was to deliver a consistent, omnichannel customer experience, achieve scalability, and increase customer retention across the globe.

Solution

We provided solutions that helped their marketing team customize the content and marketing strategies separately based on the locale and language. Also, the personalization corresponding to the users has accelerated user journeys and participation on the website. This led to better conversion rates and user satisfaction in terms of pre and post-sale brand engagement.

Technical Stack-
  • Adobe Experience Manager (AEM)
  • React SPA with AEM for Dashboards
  • Kubernetes
  • Docker
  • MS Azure
  • Node JS Microservices
  • MongoDB
  • Apache SOLR
  • Headless Enterprise Magento E-Commerce
  • Engine
  • iOS & Android Mobile Applications
  • Akamai CDN
  • Google Firebase Push Notifications

Our Platform

The platform has provided unification of technology across markets, product lines, user community, brand promotion and also helped them share assets more effectively across the organization and with partners.

It has consolidated multiple tools into a central repository within the security framework along with gained visibility into how assets are being used with central logging.

User Engagement

The digital platform provides the base for all user engagements and interactions with the brand by helping the user-

The Solutions helped their marketing team were -
  • Create & Edit their User Profiles
  • Get Personalized Feed basis User Attributes, Preferences & Activities
  • Get Personalized & Advanced Search
  • Create Trip Stories, User Rides, Forum Posts, comment &
  • participate on other user’s posts, trip stories, rides, etc
  • Get information about Royal Enfield Rides, Dealer Rides, User Rides with Landing Pages, Detail Pages, Registrations
  • Get Latest News by News and Media Sections on the website
  • All this has created a 192% increase in awareness from 27% to 79%.

Product Showcase

Motorcycles are the key product segment promoted by Royal Enfield, so we had to showcase them most finely. Each motorcycle with its respective variants & colors is showcased in different countries with transactional aspects like Book a Test a Ride, Book a Motorcycle, Owner’s Manual, Service Manual, Flash Sales, Campaigns, etc.

Genuine Motorcycle Accessories (GMA) being one of the key business aspects for the brand, had to be highlighted in a prominent role. The solution comprises Online and In-Store Configurators, where a user can configure these GMAs on their respective motorcycles, preview, and take it further with the Dealers for the purchase & delivery.

E-Commerce Apparel Commerce

Portal with deliveries across the globe & via all payment mediums was added for easy purchase of gears, apparel, and merchandise.

Running the E-Commerce behind the scene is Adobe Enterprise Magento along with Adobe Experience Manager as the cms, providing a platform to:

  • Respond to changes in consumer behavior quickly
  • Integrate information across platforms to better understand individual customers
  • Provide marketers with real-time, actionable insights
  • Created a tagging system for e-commerce websites and apps
  • Conducted in-depth analysis to improve customer experiences
  • Improved cross-brand and cross-channel analysis to get actionable insights
  • Delivered integrated profiles to better understand customer behaviors

Dealer Ecosystem & ROI

The platform brings in more than 4000 Dealers, Service Centres, Distributors & Garage Cafés onto the website with respective pages, lead/inquiry forms, motorcycle bookings, service bookings, etc. and also help them access Royal Enfield news & notifications, modifying dealership information & gallery, In-store configurators, FAQs, internal broadcast & query management.

Our solution helped their revenue grow 1.4 times. Customer retention went up by 1.7 times with the customer lifetime value growing by 1.6 times.

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