Guildford Harley-Davidson is leading the way in the future look of Harley-Davidson® dealerships after becoming the first UK showroom to pilot a new global ‘merchandising make over’ that will benefit dealerships and customers worldwide. The pioneering project has been completed in partnership with a specialist merchandising team who have worked with Harley-Davidson’s EMEA (Europe, Middle East & Africa) merchandisers and the dealership team to focus on helping customer appreciate the full Harley-Davidson lifestyle.
The team entered the store last month to give it a new customer friendly look and feel. One of the key changes has been to make the transitions between display Harley-Davidson® motorcycles, MotorClothes® and Parts & Accessories seamless.
Products are displayed to show their full potential and the shop has a more ‘high-street’ feel, enabling a wider audience to feel comfortable in the Harley-Davidson® dealership environment. Customers are now able to easily view the different bike families to see the product ranges as a whole and what they offer. The merchandising team consulted the in-store sales team to ensure that the changes made complimented the way things were already run, making this a truly unique store.
Toby Sleaman, Dealer Principal at Guildford said, “We are extremely proud to be the first UK dealership to have these changes made and we hope to be a good example to the rest of the dealerships globally of what can be achieved. We’ve already had really positive feedback from customers, which is great.”
Mark Burrows, Regional Network Development Manager at Harley-Davidson explained, “Guildford was chosen to spearhead this project because they have performed well in a challenging economic environment and the team hold a very positive outlook towards the future of Harley-Davidson. There were some interesting challenges faced by the unusual shape of the building too, which pushed the creative ideas for the merchandising team.”
Karl McKeever, Brand Director of Visual Thinking commented “Within the automotive sector, Harley-Davidson are leading the way with their visual merchandising programme, it is great to be a part of it.”
For more information visit Guildford Harley-Davidson, Weyvern Park, Portsmouth Road, Peasmarsh, Guildford, GU3 1NA or call them on 01483 207 222.
