The client is one of the leading global Automobile manufacturers in a competitive age of world’s fast-growing economy. Company’s portfolio covers the widest range of motorcycles, scooters, and three-wheelers. The company has over 5000 dealers and authorised service stations to serve worldwide. Company’s marquee can be found on and off road in South America, Africa, Middle East, South and South-East Asia.
1.With this, client wanted to target the younger segment of its customer base. To attract the tech-savvy millennials, it started with a mobile application and a web application for the launch and the bookings of motorcycles. It was a first-of-its-kind marketing experiment in India.
2.For the pre-launch booking, client needed these applications to be developed in a very limited time span. Another requirement was to develop separate Rider Apps for each variant for the promotional purpose.
3.These Rider Apps were intended for promotional purposes like ridding expeditions, competitions, and rider community building to attract the youth.
1.Excellon had very limited time to develop an app with the given specification and criteria. With a challenging deadline to meet, Excellon developed a web application for pre-booking of two premium and high in demand models.
on also developed mobile applications for each variant under the new segment. Each app is unique like the vehicle itself.
2.Rider Apps are made for the promotional purpose and community building with features like:
a.Profile creation:Rider can create a profile just like a social media app. It gives visibility to customer among fellow riders and boosts collection of data about customer behavior.
b.Notification:Rider will get notification for all upcoming rides and schedule. This feature helps to keep customer engaged with the promotional activities, and acts as an effective tool for indirect marketing.
c.Ride Calendar:Ride Calendar keeps the riders up to date with their riding plans. Again, it is an effective and subtle way of indirect marketing.
d.Ride Log:Ride Log maintains the journal of all past and upcoming rides. This feature is useful to collect data about riding patterns and typical handling behavior of customer.
1.Applications created by Excellon proved to be a game-changer for the client to attract young bikers and collect data about the riding patterns of their customers. The data-points include trip distance, fuel efficiency, safety points, services done, overall user satisfaction and performance of the vehicle.
2.With this data, client can also analyze the inputs like rider’s demographics, age, and riding pattern to plan further promotional activities.
3.Rider Apps developed by Excellon are visually striking, easy to use, and present real time information about upcoming riding events and trips.
4.With this innovative promotional strategy, the new brand of the client is now a popular brand in rapidly growing millennial customer base in India.