Star Performance Marketing - The Harley-Davidson® Brand’s Digital Transformation
Harley-Davidson®, a brand synonymous with motorcycle culture, has embarked on a significant digital transformation to adapt to the evolving market landscape. This strategic shift aims to enhance customer experiences, streamline operations, and maintain its competitive edge in the industry.
Appointment of a Chief Digital Officer
In August 2020, Harley-Davidson® appointed Jagdish Krishnan as its Chief Digital Officer (CDO). With over two decades of experience in leading digital transformations, Krishnan was tasked with developing a comprehensive digital strategy to modernize the company's global information systems and deliver superior customer experiences.
The Rewire and the Hardwire Initiatives
As part of its restructuring efforts, Harley-Davidson® introduced The Rewire strategy to overhaul its operating model and create a leaner organization. This initiative laid the groundwork for The Hardwire, a five-year strategic plan unveiled in February 2021, targeting long-term profitable growth and brand desirability. A key component of this plan is the emphasis on digital innovation to enhance customer engagement and streamline operations.
Enhancing Digital Customer Experiences
Under Krishnan's leadership, Harley-Davidson® has focused on building seamless digital interfaces for products, services, and commerce. This includes developing direct-to-consumer technologies that support eCommerce and dealer digitization, ensuring customers receive a consistent and satisfying experience across all touchpoints.
Modernizing Information Systems
A critical aspect of the digital transformation involves modernizing Harley-Davidson®'s global information systems. By leveraging advanced technologies, the company aims to improve operational efficiency, enhance data analytics capabilities, and support innovative business models. This modernization is essential for adapting to the rapidly changing digital landscape and meeting customer expectations.
Harley-Davidson®'s digital transformation reflects its commitment to innovation and customer-centricity. By appointing a Chief Digital Officer, implementing strategic initiatives like The Rewire and The Hardwire, and focusing on enhancing digital experiences and modernizing information systems, the company positions itself to thrive in the digital age. These efforts ensure that Harley-Davidson® remains a leader in the motorcycle industry, delivering exceptional value to its customers worldwide.
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