Harley-Davidson Ditches the Stone Age for an App
We all say paper registration forms belong in the Stone Age, and in truth, they do. But that doesn’t mean digital registration processes are more efficient, from a user standpoint at least. Not everybody is familiar with a tablet, or can type on one with reasonable ease. And then there’s that pesky issue of Internet and offline functionality for marketers looking to collect information in real-time.
For the Test Our Metal demo tour at more than 100 Harley-Davidson dealerships in Canada, the brand decided this year to scrap paper forms and leverage a mobile solution for collecting data, one that provided participants an easy way to accept and sign the standard waiver and release to take a ride. Since Internet connections can be unreliable in many remote parts of Canada the system had to work offline, and wirelessly. The solution was a custom app for iPad that collected data and featured a secure backend server for viewing and downloading the collected registration information and signatures.
For the consumers participating, the platform was easy to use, could capture a digital signature and featured keyboard shortcut keys to accelerate the speed of data entry. The system also automatically sent a follow-up email to consumers and, best of all, allowed the brand to make changes remotely and measure the success of each demo event.
“What a difference!” the client reported.