How 007 revs up his Triumph in the brand's dealerships
The Triumph-Cenareo win-win partnership has now resulted in a major new announcement: the groundbreaking partnership of the legendary James Bond spy with the Triumph brand. Bond rides a Scrambler 1200, an adventure bike inspired by the heritage of another British icon: Steve McQueen. The motorcycle will be the subject of a limited series unveiled on 5 March.
This new opus, No Time To Die, will be in theatres on 2 April. Fans can watch the film trailer on Cenareo screens at Triumph dealerships and enjoy the prowess of the Tiger 900, Bond's official motorcycle.
For several years now, the manufacturer has been working to strengthen its brand. In 2015, it launched a new design store and implemented its Triumph World Black concept: premium store standards with the brand's colour codes: based on black, white and an industrial look, so chic! The brand manages this modern and strong transition by providing its dealers with complete support: architect, best practices, communication pack and... one screen per dealership!
Initially managed just by USB sticks, the very first screens were such a constraint for dealers in the fast-paced pace of daily dealership life that they tended to neglect them. The content was hardly or not up to date, and new motorcycles were not necessarily visible to customers. The brand found itself losing control of its communication while dealers have one priority: customer relations and contact with the customer. Triumph therefore made a major shift in its screen management strategy by choosing Cenareo!
To lighten the load on dealers, the head office therefore looked for a tool to centralise the management of screen content and turned to the Cenareo solution. With the marketing teams in charge, dealers only have to worry about having their screens on! Today, each store features at least one screen and communication campaigns are updated by the headquarters. In total, Cenareo has deployed 72 screens in the British manufacturer's dealerships.
With national campaigns featuring product launches and branded content (and the famous James Bond trailer!), the marketing team also adapts the content of the screens to specific local requirements: they can be grouped by region to highlight a specific event, such as the magnificent Distinguished Gentlemen's Ride or regional motorcycle shows. Communication can also be made for a single concession to promote a special offer or a themed evening.
The Rocket, Street Triple, Tiger, Bonneville and other Scramblers speak to motorcycle enthusiasts. Legendary names developed with love and precision over 118 years by Triumph, Britain's largest motorcycle manufacturer. Today, the manufacturer employs 2,000 people worldwide and produces about 65,000 motorcycles a year. Machines combining design, authenticity, character and performance that appeal to all styles of riders. In France, the brand has more than 50 dealerships.