J&L Harley-Davidson reveals renovated store focused on guest experience
July 11, 2022
This paid piece is sponsored by J&L Harley-Davidson.
The newly improved guest experience at J&L Harley-Davidson literally starts when you walk in the door – in part because there’s a new front door.
The redesigned entry to the store at 2601 W. 60th St. N. is just one of many changes in a renovation that’s wrapping up in the coming weeks.
“Retail changes almost daily, but we thought through the best way to create a more seamless experience for our customers,” said Jimmy Entenman, who owns the business with his brother Joe. “We want it to be easy for them when they come into the store, no matter why they’re coming into the store.”
The new entrance will be on the west side of the building, making it easy to find and large enough that customers will experience the merchandise as soon as they walk in.
“It’s a new vestibule that’s a really big space,” Jimmy said. “And when you walk in, it’s a sea of motorcycles, and you can see everything that’s going on in the store right away.”
The showroom floor has been reconfigured so that the service counter and parts counter flow easily between one another, eliminating the need for customers to criss-cross the store. Sales and finance offices also are more comfortably laid out for an enhanced customer experience.
“It all starts with the motorcycle, and the look and feel of the renovated store definitely delivers,” Joe Entenman said. “It’s very on point and on brand, so whether you’re walking in with a desire to own a motorcycle or you’re a longtime rider, you’re going to feel immersed in Harley-Davidson here.”
There are many new lifestyle-focused graphics throughout the space, updated paint colors and an overall refreshed feel to the store, which last was updated about a decade ago.
“When you walk in the showroom, it will look completely different,” Jimmy said. “And that goes hand-in-hand with how business is changing, consumer habits are changing and people are busy. We want you to find plenty of reasons to stay and spend time here, but if you’re in a hurry, we also want to respect your time by making it easy to navigate our space.”
The showroom can accommodate up to 125 motorcycles on display, in addition to J&L’s large selection of lifestyle-driven apparel, gear and accessories, along with plenty of extras to outfit your at-home man cave when you’re not on a ride.
There’s also a dedicated area for bike owners to sit down with a consultant and pick out accessories to customize their bikes.
“We are a one-stop dealership, whether it’s buying a bike, parts, service or clothing,” Joe said. “We are all about fun. This is a fun brand. It’s a fun business, and we want it to be easier and fun to do business with us.”
Overall, it has been a strong year at J&L, the owners said.
“We’re dealing with supply chain issues like everyone, but we are navigating through it and are rocking this riding season,” Jimmy said. “People are excited to get out and ride. Our events have been really well attended, and the remodel will allow our outdoor events to flow a lot more easily between the event and the building.”
The goal is to be fully done by the time bikers visit on the way to or from the Sturgis Motorcycle Rally in August. Another great time to see the store: The first Soo Foo Moto Fest, held July 15-17.
For more on that event, click below.
