Harley Davidson reveals their credit strategy
Harley-Davidson used several methods to bond with its customers, and each one combines knowledge of individual customer’s needs with a cleverly judged appeal to their emotions. For example, the company’s managers regularly meet customers at rallies, where new models can be sampled with free demonstration rides. Advertising reinforces the image and perception of owning a Harley, persuading existing customers to stay loyal as much as attracting new ones. The Harley Owner’s Group (HOG) activities are central to binding customers to the company, and rather than providing trite or cheap benefits Harley devotes considerable resources to ensuring that its customers receive benefits that they value. Membership of HOG is free for the first year for new Harley owners and then a membership fee of approximately $40 is payable; over two-thirds of customers renew. It might seem easy to sell a product as exciting and appealing as a motorbike, but Harley-Davidson also manages to persuade tens of thousands of customers to keep on buying its machines, as well as paying to attend rallies where they enjoy themselves, make friends and provide valuable customer feedback. Some even tattoo themselves with the name of the company. How many businesses achieve that?
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