Extra languages, markets added to Bridgestone moto website
Bridgestone has expanded its new motorcycle tyre website across Europe with the addition of six new country versions and eight new languages. The site was launched in June 2012 in English, French, German, Italian and Spanish, with content adapted to Europe’s five largest markets. As of 1 December the site has been available in a total of 13 languages, with Czech, Danish, Dutch, Finnish, Hungarian, Polish, Portuguese and Swedish added to the initial five languages. At the same time, specific product-related country versions have been added for Austria, Belgium, Switzerland and Ireland.
“Bridgestone is a leader in motorcycle radial tyres throughout Europe and this user-oriented website now carries local product information and news to all corners of the continent,” shared Vincent Van Houtte, manager Motorcycle Tyre Products, Bridgestone Europe.
The site, http://moto.bridgestone.eu, aims to bring a fresh, user-friendly approach to bikers with everyday language. To provide the most relevant information, when arriving at the site bikers are first asked to 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 in which it asked 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 with site content organised around three main areas: motorcycle tyres (tyre ranges, your bike, your size), knowledge (tyre reviews, news and advice) and a dealer locater application, all, Bridgestone stresses, 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.
“This website is inspired by motorcycle riders and designed for them. Starting with the identification of their riding style, bikers are brought into a familiar environment which allows them to easily find the information they seek in a few clicks,” continues Van Houtte.