SRAM LLC is a privately owned bicycle component manufacturer based in Chicago, Illinois, United States, founded in 1987. The company produces a range of internally developed cycling components, including Grip Shift, separate gravel, road, and mountain drivetrains from 7 to 12 speed (depending on the range). SRAM developed the eagle line of mountain bike specific drivetrain components intended to improve shifting performance. SRAM was also the first to release a dedicated "one by" drivetrain with a single front chain-ring. SRAM was looking to launch a new B2B sites to expand their direct to consumer (D2C) market reach, in order to 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 would serve their customers. To facilitate this, our BlueBolt Creative team designed a new, Direct to Consumer (D2C) portal that focused on user experience.
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.
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.
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 Optimizely 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.
An outlet for their loyal fanbase to further immerse themselves in the SRAM lifestyle and connect with the brands directly.
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 Optimizely B2B portal, so they wanted to leverage the same “piping” used for their portal to spin up a channel to reach their B2C customers. Optimizely featured a robust and flexible option to fulfill both their B2B and B2C needs with one platform, providing 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 Optimizely 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 their consumers’ B2C journey on the website, while also providing the capabilities 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 now owns their brand experience from the point of entry on the website to the post-purchase customer service and follow-up experience.
The BlueBolt 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 Optimizely 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.
The content and commerce solution BlueBolt implemented for SRAM on Optimizely 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.
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