Triumph Case Study

Selecting prime locations for delalerships to ensure optimal customer service.

Since 1902, Triumph has been producing distinctive motorcycles celebrated worldwide for their style and engineering. Triumph was reborn in 1990, combining latest design and manufacturing facilities with the character and flair associated with the famous badge.

“Following the project, the whole UK team has a clear view of where dealers should be located and what their true potential should be. We have agreed a plan with dealers in sub prime locations to relocate, or we have started discussions with potential new franchise partners to represent a territory. Vitally, it gives a solid position for not just ‘cramming’ in additional dealers where a potential appears to exist, which would in fact just be substitutional sales.”
– Steve Cooper, UK Dealer Development Manager, Triumph

Challenge

Having contacted Experian previously to use their propriety data assets and consultancy expertise to identify where the best returns for the network planning efforts should be, Triumph wanted to take things further. The developed plan was to make sure that customers had easy access to Triumph across the UK for both motorcycle sales and after-sales facilities.

Solution

The robust, transparent and scalable approach Experian applied used their segmentation tool, Mosaic, to create a consultancy style that assessed and defined geographic clusters of existing and potential customers.

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