The Bike Rooms

Reinventing the wheel

A UK-wide expert cycling retail business looked to capitalise on the opportunity to enhance digital marketing with a ground-up reinvention 
of their online brand and a comprehensive digital marketing plan.

  • 348%

    increase in conversion rate

  • 39%

    increase in time spent on page

  • 1271%

    increase in unique purchases

Understanding the customer

We conducted an extensive and thorough scoping exercise, covering customer analysis and market analysis. it was clear that even among cycling experts, the high value of the products on offer would still warrant serious consideration from users. We introduced 360 images, comprehensive sizing guides and technical specs in order to make the shopping experience much more engaging.

Bike fitting is also imperative for cyclists. Knowing that for some cyclists, seeing/sizing the product in the flesh was important, we felt the website had a duty to promote the benefit of a store visit too. So we incorporated two features: the ability to book an in-store bike fitting as well as a click-and-collect facility.

When considering the challenges of high-ticket value products, we felt we needed to offer the customer more options, so an online financing facility was introduced to allow immediate purchases to be made more easily. As a further consideration, we developed a Daily Deals feature to drive purchasing. Online auctions were also introduced to generate buzz and interest. Free Delivery was also identified as a crucial brand benefit.

End-to-end strategy

Our team was ideally placed to consult with The Bike Rooms, combining their industry knowledge with our UX, SEO and Magento expertise. Through careful scoping, we identified a need for streamlined order fulfilment, an integration with the till system and a custom integration with the in-house stock management system. We also created a bespoke facility for pick/pack along with a back end helpdesk feature for staff reference, to ensure customer communication was first class.

Typography and UI

Having worked with Attain Design for several years across all things Digital, I would highly recommend them to anyone wanting to work with a professional agency.

Darren Dutton

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