how uk's leading cycle retailer brings a guided buying experience online

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How UK's Leading Cycle Retailer Brings a Guided Buying Experience Online Ben Hart Ecommerce Director Evans Cycles

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Page 1: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

How UK's Leading Cycle Retailer

Brings a Guided Buying Experience

OnlineBen Hart – Ecommerce Director – Evans Cycles

Page 2: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

AGENDA

• About Evans Cycles

• The buying process

• Why guided selling online

• What’s next

• What we’ve learnt

Page 3: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online
Page 4: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

BUYING A BIKE USED TO BE SO SIMPLE

Page 5: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

1,732bike options

Page 6: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online
Page 7: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

HOW DO CUSTOMERS NAVIGATE THE

PURCHASING DECISION?

• The research and buying process for a bike is complex

Personal experience

Friends & family

Magazines / content sites

Forums & social media

Brand websites &

content

Retail stores & websites

Page 8: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

OUR SOLUTION – THE SMART ASSISTANT

Page 9: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

ONLINE NEEDS TO CATCH UP

Site search

Category nav Faceted nav

Only useful if you know what you’re looking for

Page 10: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

SMART ASSISTANT – PART OF OUR ONLINE

ADVICE SERVICE

Contact centre

Product Q&A

Live chat

Facebook Q&A

Smart assistant advisors

- 24/7

- Automated

Page 11: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

• Replicate the questions we ask in store

• Questions are use based not product based like:

Where do you usually ride?

• Off-road

• On the road

• On bike paths and gravel tracks

What type of bike do you want?

• Mountain bike

• Road bike

• Hybrid bike

Page 12: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

HEROING OUR ADVISOR

Page 13: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online
Page 14: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online
Page 15: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

ALWAYS ON FOR THOSE THAT NEED IT

Page 16: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

ALWAYS ON FOR THOSE THAT NEED IT

Page 17: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

DEEP LINK INTO THE QUESTION FLOW

Page 18: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

RE-PUROSE AND LEVERAGE THE TOOL

WHERE APPROPRIATE

Page 19: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

WHAT DO OUR CUSTOMERS SAY

Excelent idea, help a lot by

narrowing down what is a

huge selection of bikes very good - will probably still

have to pop in to the shop

but excellent for prep and

research

Really quite a handy tool,

helps you think about what

type of bike you are actually

looking for. It's good but there are still 87

bikes to choose from! I'd like

disc brakes so it could be

refined further..

Page 20: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

ENGAGEMENT METRICS

250k starts since go live

60% click out rate

(% users click on a product)

2:30 duration 5% bounce rate

Page 21: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

WHAT’S NEXT

• More categories that require advice and guidance:

Lighting

Page 22: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

WHAT’S NEXT

• More categories that require advice and guidance:

Home trainers

Page 23: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

WHAT’S NEXT

• Brand specific advisors

Mavic Wheels for example

Page 24: How UK's Leading Cycle Retailer Brings A Guided Buying Experience Online

WHAT WE’VE LEARNT

• Expose the advisor as part of the natural shopping flow – users unlikely to seek it out

• Customise / reskin advisors to blend in with campaigns

• Leverage a single advisor through multiple entry methods

• Add filters and advanced options to work for more knowledgeable customers

• Get feedback, ask customers what they think

• If you’re a retailer, work with your brands to secure support/assets and funding

• Leverage the expertise and resources at SmartAssistant