Michelin has brought out a cloud-based content syndication platform for its Pure Player tyre dealers in Europe. It is cited that this platform will allow partner dealers to have access to all kinds of official digital content provided by the company and will automatically keep the content updated in real time.
The content the manufacturer provides includes over 2000 photos, product datasheets, videos, banners and graphics. Michelin says that at first, they will start with Michelin-related content, which will be followed by BF Goodrich, Kormoran, Kleber and Tigar, after testing the effectiveness of the platform.
According to Michelin, this platform was the need of the hour because around 65 per cent of consumers seek out information on internet before making a purchase. This percentage might be much higher according to some sources. However, Michelin says that in 90 per cent of the cases consumers visit dealer websites instead of Michelin official website. To provide real time and consistent information to the consumers, this platform can be a boon.
Michelin reported that a US-based company that specialises in content-sharing helped the French tyre maker to develop platform for its Pure Player European dealers (online dealers only) and Bricks and Mortar dealers (traditional distributors that also have online operations).
Jerome Charachon, Passenger Car and Van Marketing Director for Europe, supervised the development of the platform and said, “Under the leadership of Jean-Dominique Senard, the Michelin group is currently deploying its digital strategy and going beyond traditional limits to offer European dealers an indispensable and original service in order to maintain our leading position and provide end-customers with reliable information in real time.”
This cloud-based platform will only be operational in the European countries for now but the company does have a dealer connect website in US to share official content.