Bridgestone Europe launched its new motorcycle tyre website – with a fresh, user-oriented approach. This new, multi-lingual site – http://moto.bridgestone.eu – is currently available in English, French, German, Italian and Spanish.
To provide the most relevant information, bikers first identify how they use their bike. Website content is then driven by this profile, or by other criteria chosen by the visitor.
Before starting to develop the site, Bridgestone carried out consumer research, asking bikers in the five major European markets what they expect from a website. Their response was clear: “relevant product information” and “a minimum of gimmicks”. The research also identified seven specific types of biker, highlighting “riding styles”, from fanatical racers through to scooter commuters.
After bikers have chosen their “riding style” on the home page, information tailored to this profile is delivered clearly and simply. Site content is organized around 3 main areas: MOTORCYCLE TYRES (tyre ranges, your bike, your size), KNOWLEDGE (tyre reviews, news and advice) and a DEALER LOCATOR application, all produced in simple, everyday language with easy navigation. Other than riding style, Bridgestone also gives bikers the possibility to find tyres by size, tyre range, tyre name or by selecting the actual motorcycle or scooter they ride.
“Inspired by the new Bridgestone global tagline “Your Journey, Our Passion” this new motorcycle tyre website is very user-oriented and provides bikers with real added value. The biker is really the core and starting point: we give bikers what they want, not what we want them to want” says Todd Uchida, General Manager European Communications Office, Bridgestone Europe.