Harley-Davidson has announced that they have signed an agreement to open up their very own Amazon storefront. This could have a major impact on growth for a company that has faced four straight years of declining sales. Teaming up with Amazon will allow the motorcycle giant to reach millions of customers with products that were once only available through Harley’s website or through a licensed dealer.
General men’s and women’s merchandise will be available on the site. This will include clothing, riding gear, and other Harley branded knickknacks. Harley is hoping that this move will connect them with customers that wouldn’t normally walk into a motorcycle dealership. They also believe that customers will be drawn to the incentives offered through Amazon Prime memberships. Some of these being the ease of purchasing online and Prime’s 2-day shipping guarantee. With more and more consumers shopping from their couches, Harley has a great opportunity to capture untapped business.
As Senior VP of Marketing and Brand, Heather Malenshek, put it “We live in an on-demand, anywhere, anytime business environment where success depends on the ability to meet consumers on their turf and on their terms.”
This move falls in line with Harley Davidson’s “More Roads” strategy, which calls for the company to expand its brand access in order to increase motorcycle interest.
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