Connecting licensees, retailers and customers around the world in their own language
Michelin Lifestyle is part of the Michelin Group, and is responsible for the MICHELIN automotive accessories and footwear range. With 64 licensees globally, all manufacturing a variety of Michelin Lifestyle products, Michelin wanted to ensure that their brand and products were promoted effectively and consistently online.
Having worked with Lesniak Swann for over 10 years, they came to us looking for a brand new website that would deliver a huge amount of information to a diverse global audience.
Initially, Michelin Lifestyle were considering two separate global websites;
- one to deliver product information to their consumer market
- one to support retailers in consistently promoting the MICHELIN brand
After initial discussions and research into each market place, we suggested that Michelin Lifestyle could deliver everything they needed to with one website, which would act as a single point of reference for everything related to Michelin Lifestyle. And so began a journey to deliver a unique website that would uphold Michelin’s values of quality, innovation and performance.
For the consumer
Finding MICHELIN products faster
Michelin Lifestyle has licensees all over the globe, all operating in various territories, and producing different products. Due to different licensing agreements, different products are available in different countries. So, for example, in Italy you can buy a casual or work style MICHELIN shoe, but in Spain these aren’t available. In the UK, you can buy a variety of carpet and/or rubber MICHELIN car mats from retailers including Halfords and Tesco, but in Brazil, there is only one style of rubber car mat available to buy.
The solution we designed to manage this diverse range was a proprietary Content Management System that automatically filters and delivers the right content, based on the user’s location. The website automatically identifies where users are globally, and only presents products that are available in their country, based on the license agreements in place. Once users are browsing the product range available in their territory, they are then presented with options of where to buy; both online and in-store, depending on their location. Links to online retailers are in place (where available), connecting consumers with products in just a few clicks, and helping them to buy MICHELIN products in the most convenient way possible.
Each element of the website is available in several languages: English, French, Italian, Spanish, Portuguese and German, and relevant language options are presented to users based on their location. For example, users in Italy can choose between Italian, French and English. Users can manually change their country and/or language if they wish to view, for example, the range of products available in another country.
Understanding the scope of products
Many users of the website may be looking for a specific item, and may not be aware that there are other product lines available. A dynamic slider on each page suggests other popular products, highlighting the diversity of products on offer, and drawing users’ attention to new products they may not be aware of.
Elastic search technology presents products that contain a search string but are also related – for example a search for “air” returns results for Air Compressors and also Tyre Inflator Pressure Gauges and Footpumps.
Maintaining the brand values of quality, innovation and performance
With 64 licensees globally, and hundreds of different products, maintaining the highly respected brand identity of MICHELIN is no easy task. A single, global website helps to unify the product offering, and promotes MICHELIN consistently.
A section of the website is dedicated to MICHELIN research and innovation, outlining their commitment to developing high specification, quality products.
Saving time and money
So that Michelin Lifestyle aren’t tasked with the enormous role of populating the entire website with the thousands of items it contains, the CMS allows regional offices and licensees to populate their own content. The CMS is built in such a way that it checks that all content complies with MICHELIN’s guidelines before it is published, eliminating much of the time that Michelin Lifestyle Head Office would have had to spend checking and approving content before it is uploaded.
A CMS that is built around multiple managers
The proprietary CMS allows multiple regional managers to quickly and easily upload their content to the website. It also checks that all of the content is complete and consistent with MICHELIN guidelines. There is a quick-add system that allows for fast upload of products in accordance with regional agreements.
The CMS has multiple language options for each territory, so if a licensee’s agreement allows them to sell in more than one territory, they can have multiple languages available for their products.
The CMS allows regional teams to manage website promotions in their territories, depending on current campaigns. Vanity URLs can be created from the CMS, to tie in with regional ad campaigns.
All digital assets are held in a login area of the website, where they can be downloaded for use by retailers. These include banner ads, graphics for print use, POS etc. All of this helps to support the retailers in consistently promoting the MICHELIN brand. Future development of the website will allow retailers to create print-ready PDFs of product ranges from the CMS, producing sales materials that are tailored exactly to their needs.
“Lesniak Swann have worked with us for over 12 years and have developed a thorough understanding of the complex nature of our international operations and the products we offer. We trusted them to deliver the best solution possible for us, and the new global website does just that. It works for consumers, retailers, licensees and regional managers, and effectively brings together all of our Michelin Lifestyle products.”
Head of Marketing and Communications
case study Esso Card