Peugeot is a French automobile manufacturer specialising in a range of vehicles from passenger, SUVs, 7-seaters, family cars through to vans. In Australia, Inchcape Australia - a leading player in the automotive services sector operating in the distribution, retail and logistics markets.
Inchcape oversee and assist over 25 Official Peugeot Centres throughout Australia, all offering the full range of Peugeot vehicles.
Managing more than one website can be seriously resource hungry. While content marketing never abates, cravings for continuous content distribution grow bigger each day; so much so, some companies are unable to cope with the demand and if they do, they face the challenge of diversifying content. This can be particularly tough for franchises or those with an independent dealer network - how do you manage content when you are not actually in charge of it?
Such was the case with Inchcape for which the Peugeot brand is an important part of the business. Peugeot Dealers are charged with staying ‘on brand’, ensuring their individual websites are kept up-to-date with new models, incentives, specials and general information.
As well as news and updates from Peugeot, each dealer needs/wants to have local content to stand out in their own areas and be able to create certain individualism - whilst obviously staying ‘on brand’.
Another issue was the individual dealer resource availability - some dealers are larger than others; some have a dedicated resource or marketing/internet department, others do not.
Peugeot syndicated content is driven from the https://www.peugeot.com.au/ website, which is in turn supplied and driven by Peugeot Headquarters in France.
Two specific areas were identified as problematic:
Interactive Partners has been working with Peugeot for over 25 years and has worked with the distributors, including Inchcape to identify what exactly their needs are and work to design and orchestrate syndicated content across the network for essential information, whilst keeping each individual dealer able to create and manage their own content, vehicles and websites.
|Dealers off brand||On brand|
|Models out of date||Models up-to-date|
|Differing standards Agenda set by HQ Consistent standards across the network||Dealer have no need to react / act|
|Dealers slow to react or out of step with national campaigns etc.||Dealers are now more connected - providing more time to concentrating on their own individual content|