Michelin launches the first cloud-based tyre content syndication platform

On 15 June Michelin launched what it says is the tyre industry’s first cloud-based content syndication platform. According to the company, the digital platform will allow partner dealers to access any kind of official digital content provided by the manufacturers in real time in order to automatically update their own sites.

Specifically this means, rich content including over 2,000 photos, videos, product datasheets, banners and graphics. In terms of brands, Michelin reports the platform will begin with Michelin-related material followed by Kleber, BFGoodrich, Kormoran and Tigar “in the near future”.

The reasoning behind the move is comes from Michelin data saying 65 per cent of tyre buyers seek out information on the Internet before purchasing. However some sources put this percentage even higher. Either way, according to Michelin, in 90 per cent of cases, consumers visit the websites of dealers rather than manufacturers. Therefore Michelin wants its customers to be able to access consistent information which is updated in real time.

Michelin reports that it was supported by a US company specialised in content sharing for the development of its Europe platform targeting “Pure Player” dealers (distributors operating on-line only) and “Clicks and Mortar” dealers (traditional distributors which also operate on-line).

According to Jérôme Charachon, Passenger Car and Van marketing director for Europe, who supervised the development of the application: “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”.


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