Motorcycle manufacturer boosts dealer compliance and reduces policy violations by 76%

With the help of Ansira, a popular motorcycle brand implemented a policy and monitoring process to ensure dealer compliance with the brand’s new platform and shipping rules, resulting in a significant decrease in policy violations. 

A leading motorcycle manufacturer leverages a network of dealers to sell parts, accessories, and motorcycle clothing online. However, these dealers were utilizing various eCommerce platforms, insights, and packaging, resulting in an inconsistent and ultimately suboptimal customer experience.  

The brand decided to introduce an official eCommerce platform to dealers to eliminate the use of disparate technologies while enforcing standardized packing and shipping from a centralized warehouse. The challenge would be driving platform adoption across the entire dealer network while discouraging dealers from selling and shipping outside their primary market areas (PMAs). 

Additionally, the brand would need to find a way to monitor whether dealers were honoring their pledge by refraining from selling online, fulfilling orders, and going against the brand’s centralized approach.

To encourage dealers to leverage the motorcycle brand’s eCommerce platform, they created a program that offered dealers the full gross profit on items ordered via the approved eCommerce website. In turn, dealers would agree to refrain from fulfilling any orders using their own eCommerce platforms.  

Ansira helped the brand create the eCommerce and internet sales policy and a process to determine whether dealers were taking phone orders and shipping merchandise outside of their primary market areas: 

• Twice per year, Ansira reviews 630 dealer websites and 25 SKUs to determine if dealers are selling prohibited items on their sites.   
• Twice per year, Ansira calls every dealer across the US and Canada and attempts to order a part to be shipped to a location outside of their PMAs. 
• Dealers are charged monetary fines if found to be in violation of the policies.   

The program proved to be successful in enforcing dealer policy compliance, with a significant decline in violations noted over the next two years. 

After implementation, dealer compliance violations decreased from 51 to 18 violations between cycles one and two, resulting in a 10% violation rate and 90% compliance rate for the year.  

The next year, violations decreased even further, with 13 violations in cycle one and 3 violations in cycle two, equating to a violation rate of only 2.4% and a 97.6% compliance rate that year. 

Thanks to the brand consistency and compliance brought about by the new program and policies, the company’s customers now enjoy a premium online eCommerce experience.