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ROSE Bikes replatforms to Spryker, driving 3x faster page speed and double-digit growth
ROSE Bikes partnered with Spryker to deliver faster load times, powerful product configuration, and an elevated shopping experience—resulting in a 100% increase in online sales.
ROSE Bikes replatforms to Spryker, driving 3x faster page speed and double-digit growth
ROSE Bikes partnered with Spryker to deliver faster load times, powerful product configuration, and an elevated shopping experience—resulting in a 100% increase in online sales.
100%
YOY online sales in 2020
102M€
Revenue in 2019
3×
faster page load time
Introduction
More Than a Standard E-Commerce Shop
The innovative bike dealer ROSE Bikes wanted to drive its holistic digital transformation with a focus on an outstanding e-commerce experience and technology ownership. Within a few months, they launched an MVP online shop allowing customers to customize their unique bikes. Thanks to this change, they saw three times faster page loading times and elaborate filter, search, and discount features, which led to a 100 percent growth in online sales.
Company
Build Your Own Bike
Since its foundation in 1907, ROSE Bikes has developed from a small specialist bike dealer to an internationally oriented, digital omnichannel company. With its award-winning stores and showrooms, the company has specialized in individualized bikes. All bikes are designed at the headquarters in Bocholt, Germany, assembled by hand and then delivered worldwide.
“ The old shop made it so that release cycles were becoming longer and longer. This was causing an increasing backlog of projects and even minor modifications. Content commerce was not possible, the mobile conversion was not satisfactory, and the loading times were no longer up-to-date. The online shop was not on the same level as our products and stores, for which we regularly win prizes. So we started looking for a new solution. ”
Thorsten Heckrath-Rose,CEO
Challenge
Holistic Digital Transformation
As a pioneer in distance selling and online mail order, ROSE Bikes understood how important it is for a company to be constantly developing and trying out new things. In its own logistics center, and even in its graphics and design department, ROSE Bikes has always taken this kind of innovative approach. To further advance their holistic digital transformation, they recognized that this step should also be taken in commerce. For the re-launch, the company pursued a classic MVP approach to keep the e-commerce transformation concentrated and lean with a clear focus on the most relevant features.
Solution
Simplifying the User Journey
For ROSE Bikes, the key feature is bike configuration, which is gradually being expanded and optimized. Customers can design their bikes individually from components, so they are better configured to their own requirements. The integration of product attributes and tags has improved categorization in the shop, and the combination of product attributes and filters facilitates the targeted and detailed structure of the search function for the configurator, as well as for the rest of the shop. These features help simplify the user journey in the shop and take the presentation to a new level—all perfectly adapted to ROSE Bikes’ requirements.
“ We have recognized how important it is for our company to invest in its own skills in order to continue to develop in a dynamic and agile way. For years, this is exactly how we have been setting up our product development, so now it was important and logical for us to take this step in e-commerce too. ”Thorsten Heckrath-Rose,CEO
Top Features of Their Digital Commerce Include:
Discount Engine:
Offers customers attractive prices and special offers, as well as B-grade goods. Using this, discount rules can be created quickly and clearly, and even time-limited price promotions are child’s play to implement.
Gift Vouchers:
Offered as a gift idea for bike lovers. The system is set up to send vouchers by email, so there are no shipping costs and they are immediately available.
Elasticsearch:
Implemented with many powerful features, such as the synonym search.
Content Integration:
With Spryker’s CMS, ROSE Bikes has succeeded in connecting content and products, thereby create a lively and informative shopping experience for customers.
Results
New Shop, Higher Revenue
The Spryker Commerce OS is helping ROSE Bikes to increase usability and consequently customer satisfaction. According to Managing Director Heckrath-Rose, the average page loading time was reduced from 5.9 seconds to 1.9 seconds after the relaunch which in turn led to a lower cart abandonment rate. Ultimately, ROSE Bikes saw a 100 percent growth of online sales in the year after the relaunch and a 21 percent YoY increase of revenue.
Our Partner
Spryker Solution Partner heidelpay GmbH
From the very first hour ROSE Bikes has relied on the successful payment module of heidelpay GmbH. ROSE Bikes customers can easily pay by credit card, Paypal, instant bank transfer and iDeal. The payment model of heidelpay GmbH enables a smooth check-out process tailored to the needs of ROSE Bikes. Due to the seamless integration into the Spryker Commerce OS, the system could be implemented in a very short time and thus a smooth payment process could be guaranteed.
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