how uk's leading cycle retailer brings a guided buying experience online
TRANSCRIPT
How UK's Leading Cycle Retailer
Brings a Guided Buying Experience
OnlineBen Hart – Ecommerce Director – Evans Cycles
AGENDA
• About Evans Cycles
• The buying process
• Why guided selling online
• What’s next
• What we’ve learnt
BUYING A BIKE USED TO BE SO SIMPLE
1,732bike options
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
OUR SOLUTION – THE SMART ASSISTANT
ONLINE NEEDS TO CATCH UP
Site search
Category nav Faceted nav
Only useful if you know what you’re looking for
SMART ASSISTANT – PART OF OUR ONLINE
ADVICE SERVICE
Contact centre
Product Q&A
Live chat
Facebook Q&A
Smart assistant advisors
- 24/7
- Automated
• 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
HEROING OUR ADVISOR
ALWAYS ON FOR THOSE THAT NEED IT
ALWAYS ON FOR THOSE THAT NEED IT
DEEP LINK INTO THE QUESTION FLOW
RE-PUROSE AND LEVERAGE THE TOOL
WHERE APPROPRIATE
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..
ENGAGEMENT METRICS
250k starts since go live
60% click out rate
(% users click on a product)
2:30 duration 5% bounce rate
WHAT’S NEXT
• More categories that require advice and guidance:
Lighting
WHAT’S NEXT
• More categories that require advice and guidance:
Home trainers
WHAT’S NEXT
• Brand specific advisors
Mavic Wheels for example
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