On yer Bike: The Digital Transformation Journey of an Iconic British Brand

July 22, 20198min

The British love affair with bikes is receiving a boost from a growing number of eco-minded commuters keen to swap their car steering wheels for saddles, and a firm at the forefront of this pedal-powered revolution is Brompton Bicycle, famous for its iconic folding bike design.

The business builds over 45,000 bikes each year in its factory in London, 80 percent of which are exported globally. The brand is associated with its innovative product design and high-quality engineering for its iconic folding bikes.

Yet even a traditional, hands-on crafting company such as this knows the value of Digital Experience, and recently teamed up with Sitecore to offer customers a new way to interact online.

CXM spoke with Brompton’s Head of Customer Experience, Harry Mann (pictured below), to get an insight into the company’s impressive digital transformation journey…

What were the biggest challenges Brompton was facing when it came to Customer Experience?

Brompton has 14 stores across the world, but our customers predominantly make their purchase through our partner retailers. As a result, we found it difficult to gain insight into the customer journey and their individual needs because their data was fragmented. We knew that if we couldn’t use customer data to personalise experiences, we would struggle to build long-standing relationships and brand loyalty and wouldn’t be able to maximise sales opportunities.

In the past, customers could only demo and pick up their Brompton bike from a partner store, so their experience with our brand was often out of our hands. We introduced our flagship Brompton Junction stores and the purchase friction improved, but we still needed to understand the customer more clearly to be able to move them through the sales funnel towards a final purchase.

Our wide network of partners and multiple local websites also meant that customers were receiving a different brand experience depending on where they were in the world, and we lacked consistency across our platforms.

What were Brompton’s goals for personalisation and brand consistency?

As a brand that differentiates its offering through high quality products, we knew that investing in digital channels and providing personalised, multichannel experiences to our customers, regardless of where or how they purchased, was crucial. Brand consistency was also critical, so we chose the Sitecore Experience Platform – a CX management platform – to meet this objective.

The platform was chosen thanks to its ability to scale quickly across the entirety of our retail offering and to deliver personalisation at a local and individual level, factoring in where each customer is on their purchasing journey, based on their tracked profiles.

We wanted to be able to deliver a consistent global brand experience, catering to different audiences with locally translated websites, local content relevant to local trends and in-market behaviour, and the ability to suggest customisation of products.

How has Sitecore helped Brompton to develop a more personalised experience for customers?

For customers ready to build their bike online, Sitecore now allows us to present content that explains each feature, and ultimately leads the customer through the bike-building experience. Using the bike-builder tool, customers can experiment and put together a personalised bike to their exact requirements, choosing from 16 million combinations.

Additionally, Sitecore enables Brompton to make incremental improvements to the content served to customers. For example, we can identify through the online data we collect and analyse, if there are particular pages that are causing customers to leave or if content is ‘sticky’ and should be given greater prominence on the page as customers find it more informative or engaging. The platform’s tools enable Brompton to reconfigure the content and layout at the click of a button and react quickly to customer insights.

Quantitative and qualitative customer data presented clearly through the Sitecore Experience Platform has also played a key role in helping shape the brand’s offline strategy. For example, based on the insight gathered from search data on the website, we have been able to choose the best locations for our Brompton Junction stores.

Furthermore, Brompton can now segment our audience into key customer personas:

  • The builder: who is thinking about buying a Brompton
  • Brompton ‘novice’: who is just getting to grips with their new purchase
  • The ‘known customer’: who is using the bike to commute to work and enjoying the freedom the bike gives them
  • The super-fan: who wants to know about competitive Brompton cycling events

We can adapt the Customer Experience and content to suit the individual based on their segment. For example, the builder could be targeted with a calculator showing how the cost of a Brompton can be offset by not having to buy an annual gym membership or travel card.

What improvements has Brompton seen since implementing these tools?

It has enabled us to deliver a consistent and meaningful experience throughout the whole customer journey. The ability it gives us to own the relationship, even if a customer has bought a bike through a partner, is key for us. With a customer being able to get a bike serviced in addition to simply purchasing the bike, retailers are able to provide an overall ownership experience beyond the point of sale. This is especially important when retailers are struggling to get customers through the door in today’s difficult climate.

Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.

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