SRAM CASE STUDY

Implementing a Digital Tune Up with New B2C Site.
About
SRAM

Client

SRAM

Website

sram.com

Category

eCommerce

Overview and Goals

SRAM was looking to launch new B2C sites to expand their market reach, own their brand experience from start to finish, and better understand their customers’ buying patterns and needs. They wanted to create and launch a new digital destination that included:

Standard Cart

A redesigned site experience on desktop and mobile to enable a frictionless research and buying journey across the site, including a shared shopping cart across brands.

Design Refresh

Refreshed brand experiences for Quarq and Zipp, with the addition of the “My Account” section that enables users to store their information, access order history, and create wish lists, resulting in more meaningful customer touchpoints and encouraging brand loyalty across all of SRAM’s brands.

Custom Configurator

A custom configurator specific to the Quarq product site, which enables a user to build their chosen product directly on the product detail page. This is a unique customization within Episerver that takes any number of SKU’s and drills down options based on the buyer’s selections, to deliver one final finished product and price.

User Focus

An outlet for their loyal fanbase to further immerse themselves in the SRAM lifestyle and connect with the brands directly.

Implementation
Having already implemented a rich B2B portal for their global network of OEM’s, Distributors, and Retailers, SRAM now sought to connect deeper with end-users of their products and own the brand experience throughout. SRAM already had the foundations in place with their B2B portal, so they wanted to leverage the same “piping” used for their portal to spin up a channel to reach their B2C customers. Episerver was a robust and flexible option to fill both their B2B and B2C needs with one platform and provide the rich content tools to bring the SRAM lifestyle to life onsite. Looking for a partner with deep technical expertise, SRAM chose to work with BlueBolt on their B2C Episerver project. BlueBolt leveraged the brand’s previously implemented B2B site and infrastructure to create an experience that demonstrates the excellence of the SRAM brand, while providing not only a way for customers to purchase, but also to learn more about SRAM products through rich content.
BlueBolt worked with SRAM to come up with the right mix of Content and Commerce to enable this B2C journey on the site, while also providing the facilities to locate local distributors and retailers through their global dealer locator onsite. Through these efforts their customers have the opportunity to purchase through their channel partners or directly from SRAM. SRAM also now has the ability to own the brand experience from the point of entry on the site to the post-purchase customer service and follow-up experience. The team also implemented a custom configurator specific to the Quarq product site, which enables a user to build their chosen product directly on the product detail page. This is a unique customization within Episerver that takes any number of SKU’s and drills down options based on the buyer’s selections, to deliver one final finished product and price.

Success!

The content and commerce solution BlueBolt implemented for SRAM on Episerver Commerce Cloud offers SRAM the ability to scale as their business grows. As part of this implementation, SRAM integrated to their PIM for product data, along with their global SAP ERP system for inventory and order management.Hosted on the Microsoft Azure Cloud, the website is sheltered from downtime that may result in problematic customer experiences. This serverless environment means the SRAM team can focus on a truly customer-centric experience.
Services Provided
  • Operational & Technology Assessment

  • Strategic Roadmap Development

  • Content Architecture

  • Taxonomy

  • Search Experience

  • Systems Integration

  • Platform Development

UP NEXT

HockeyShot – Scoring Big with New and Improved eCommerce Site

SRAM® is a manufacturer of innovative bicycle components that was founded in Chicago, Illinois, in September 1987, with the invention of its first product, Grip Shift®. Throughout its 31-year history, SRAM has focused on its product development and innovation expertise in all bicycling disciplines. SRAM has also acquired some of cycling’s most exciting brands. With 3000-plus employees working in offices and manufacturing facilities in 15 countries, SRAM and its brands – RockShox®, TRUVATIV®, Zipp® and Quarq® – comprise the second largest manufacturer of bike components in the world.

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