Motorcycle Accessories

Harley-Davidson Goes Live on Blue Martini

Blue Martini Software, the leading provider of e-commerce applications for companies marketing on the Internet, announced today that it has been selected by Harley-Davidson, Inc. to help support its unique on-line, dealer-driven merchandise sales efforts. Blue Martini was chosen over other solutions after a detailed selection process led by a Harley-Davidson user team, including advisors from the Company's dealer network.

Yesterday, Harley-Davidson publicly launched the first phase of their program-an online catalog featuring the company's motorcycle accessories and apparel products. Actual online sales will be piloted next year through a group of Harley-Davidson's independent dealers.

Enable Dealerships to Better Serve Customers Harley-Davidson chose the Blue Martini application to enhance its dealers' ability to serve their customers. According to Jim McCaslin, Harley-Davidson's vice president of dealer services, "Harley-Davidson dealerships are 'experience centers' that must be personally visited to be fully appreciated. Our dealers are the envy of the recreational products industry and they are our primary channel of distribution.."

Ken Ostermann, Harley-Davidson's manager of electronic communication, explains that "Harley-Davidson selected Blue Martini, in part, for the flexibility and out-of-the-box capabilities we will be able to integrate into our web site over time. We hope to use features such as dynamic merchandising, targeted selling, personalization, and content management, to allow us to build and maintain a leading E-Commerce site for our dealers."

The Blue Martini product is designed to ensure a high-quality experience on-line. Blue Martini will allow Harley-Davidson, and eventually its dealers, to customize the buyer's experience by featuring assortments of apparel and accessories that relate directly to the model of motorcycle the customer owns or other buying habits of the shopper.

Blue Martini offered Harley-Davidson a number of advantages over other products on the market. With services like one-click buying and wish lists to make it easy to shop on-line, Blue Martini offers the most comprehensive environment for Internet retailing today.

"We are deploying our on-line buying process in cooperation with our established dealer channel," continues Ostermann. "Blue Martini's software allows our dealers to leverage their knowledge of their local market area with the needs and preferences of their customers. Harley-Davidson's role is to provide a consistent look and feel for the site and provide the framework to present and manage the merchandise that our dealers sell."

"Harley-Davidson is an American legend," said Monte Zweben, CEO of Blue Martini Software. "We are excited to be able to provide Harley-Davidson with a comprehensive solution for marketing selected apparel and accessories on the Internet. Blue Martini software will let Harley-Davidson combine their customer and merchandise expertise without having to assemble and maintain a custom webstore software solution. Faster time-to-benefit and lower cost of ownership are key benefits."

Author Notes:

Terry Bilt contributes and publishes news editorial to  A buyers guide to all types of motorcycle helmets plus shields, googles, custom and wired radio helmets.

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