Keen to mount a major brand offensive on a global market,Triumph Motorcycles invested in RedDot Content Management System (CMS) to roll out a network of international websites, covering 13 key markets from Austria to Japan. Triumph appointed creative digital agency E3 to design the new sites, and implemented RedDot CMS to underpin them – in order to create a global presence, with a local feel.

About

Triumph is one of the oldest and most famous names in motorcycling. Today, Triumph is still a privately owned British company and is the only major British motorcycle marque still producing bikes today. The company currently produces around 30,000 motorbikes a year and sells in most markets across the world through its network of 700 dealers. Despite its heritage, Triumph is a fast-moving, expanding organisation, with an annual sales growth of 25%.

Challenge

The popularity of Triumph motorcycles has led to the growth of a global customer base and strong overseas demand. With nine markets around the world accounting for 80% of its sales, the sites needed to be managed locally to address the very different needs of its global customer base, whilst ensuring Triumph’s corporate identity remained consistent throughout.

Additionally, the new Web sites were designed to provide a focal point for its dedicated international fan club, the RAT Pack (Riders Association of Triumph), for members to share news and arrange meetings. E3 Media was initially tasked with a roll out to the UK, France, Germany, Scandinavia, USA, Italy, Japan, Benelux, and Australia.

As a result of these tight requirements, the CMS chosen needed to be simple enough to support a large-scale international roll out, and intuitive enough for local managers to use with next to no training.

• Multi-lingual site management covering both European and Asian alphabets
• International roll-out requiring next-to-no end user training
• Intuitive user interface

Solution

RedDot’s CMS user interface is available in a variety of languages - enabling Triumph’s regional managers to edit their sites in their native language using a system that is intuitive and easy to use. As a result, the process of implementing the regional sites, and encouraging local managers to publish content in their own languages, was streamlined considerably. With the RedDot stepping server located in the UK, content managers log into RedDot via their Web browser to create, edit and publish new content with RedDot’s trademark SmartEdit user interface.

In addition, RedDot’s flexible licensing guidelines make it possible for a single licence to support multiple sites, allowing each regional site to be maintained independently of the others.

Triumph was also encouraged by RedDot’s robust support programme. The lynchpin of RedDot’s enterprise content management suite, RedDot CMS includes extensive product documentation as well as telephone/email support and an ongoing cycle of product upgrades.

• Intuitive SmartEdit interface avail-able in multiple languages
• Flexible workflow tools speed ap-proval/publishing of new content
• Robust support, documentation and upgrade path

Results

With the help of RedDot’s consultants and E3 Media, the initial roll out in nine countries was completed on time, with additional sites in Australia, New Zealand, Switzerland and Austria planned for 2005. Content editors across the globe can now use RedDot to easily create, translate, edit and publish localised content to their websites.

At the same time, RedDot’s workflow system has enabled the Triumph UK based marketing team to implement standards for the use of assets such as logos, photos and colour sheets, ensuring that the look and feel of the Triumph brand is maintained across the board.

• Successful international roll out
• Rapid implementation
• Look and feel of Triumph brand maintained

Facts & Figures

Customer: Triumph Motorcycles

URL: www.triumph.co.uk

RedDot partner: E3 Media

Project duration: 1 May - 12 September 2004

Site launch: 12 September 2004

Greatest challenge: Delivering a cost efficient, scalable, easy to use ‘off the shelf solution’ which matched Triumph’s financial and operational requirements.

Site scope: Currently 17 sites are live using one implementation of RedDot CMS.

Editorial server: HP DL360 Web server, 2.4 Ghz, 512MB RAM, 2x 36GB SCSI disks in RAID 1 array, Windows 2003