Brompton had a highly disparate digital presence (including a number of microsites, extranets and blogs) that was divorced from their offline customer experience. Acquisition and retention journeys needed to be aligned to provide a scalable world-class experience that supported their ambitious growth plans and continued international expansion.
The main objectives were to:
- Define the end-to-end experience for their key audiences (prospective consumers, existing owners and trade customers) and the role that digital should play
- Help users connect with a bike, showing them how it would fit into their lives and the benefits of using a folding bike
- Create a lifetime customer journey to attract new customers and have them engage with the brand on an ongoing basis
- Support localisation of messaging for international markets, covering every continent