How Brompton Bicycle is Crafting an Unrivaled Online Experience
Folding bike brand Brompton Bicycle, celebrating nearly 50 years of innovation, is revolutionizing the way customers experience luxury cycling. With a focus on premium, durable bikes, Brompton is not just selling bicycles; they are cultivating an engaging online ecosystem that parallels the quality of their products.
However, not too long ago, their digital platform lagged behind. As Chris Matthews, Global DTC Channel Director, admitted, “Our bikes are premium, and hence, they come with the price point that they do.” It became essential for Brompton to deliver a comparable online experience to reflect this quality. Partnering with BigCommerce was just the first step toward this ambitious vision.
Rethinking eCommerce in a Traditional Industry
The Wake-Up Call of the Pandemic
The pandemic served as a disruptive catalyst for the cycling industry, dramatically shifting customer behaviors as demand for bicycles skyrocketed—primarily through online channels. Matthews shares that Brompton’s ecommerce business was relatively nascent when he joined in 2019. The surge in sales forced them to reassess their digital approach: “It moved us along significantly, and no doubt has driven a quicker transition to a more digital-led business.”
Site Speed: Trust and Conversion
A primary concern for Brompton was site speed, a vital metric for user trust, especially when making high-ticket purchases. “Nothing gives you a lack of trust like a slow website. Especially at checkout—it just doesn’t give you confidence," Matthews emphasizes.
Before their digital overhaul, checkouts took about 10 seconds—an eternity for online shoppers. Now, with one- to two-second page loads, Brompton turned from a sluggish platform into a nimble, mobile-responsive site. Not only does this enhance user trust, but it has also led to a staggering 40-50% increase in conversion rates this year.
An Immersive Customer Experience
The transition has unlocked new avenues for immersive customer experiences. Matthews states, “We need to give customers confidence in what they’re buying, especially at higher price points.” Their replatformed site effectively showcases product variants, while the integration of video and 3D imagery allows customers to engage more deeply. “Video is critical for us in showing off touchpoints on our products in detail,” he adds.
Understanding the Omnichannel Customer Journey
The Importance of Testing
Despite the robust online shopping experience, many customers still prefer to see and test a bike before purchasing, especially for premium models. Matthews remarks, “We actually want people to come onto our website but then go to our stores or retail partners to test ride.”
This strategy effectively bridges the gap between physical and digital experiences, ultimately pushing customers further down the conversion funnel.
Data Insights and Challenges
While advanced tech offers valuable insights into customer interactions, building a comprehensive picture of the customer journey remains challenging. Matthews stresses the need to integrate customer data from online and offline touchpoints to better understand how various elements play into the purchase decision.
Improving their CRM strategy is also crucial. “It’s about understanding—okay, they’ve come to our website; how do we get somebody to sign up to learn more?” Matthews points out the importance of facilitating seamless communication with customers.
Brick-and-Mortar Integration
Recognizing the growing footfall in physical stores, Brompton acknowledges that “having digital and offline play together” is essential. Their focus is on integrating retail partners more effectively into the customer journey, as many customers will likely end up at a retail store to test ride a Brompton bike.
Fostering Brand Loyalty Beyond the Purchase
Enhancing User Accounts
Brompton’s new platform streamlines user account management, allowing for more meaningful interactions with customers. “This is not for purely marketing-led reasons, but brand-led, product-led reasons,” Matthews clarifies. The goal isn’t merely sales; it’s about enhancing the customer experience.
Beyond Membership Points: Community Engagement
While many brands rely on points-based loyalty systems, Brompton opts for a community-focused approach that nourishes lasting relationships. “We have very strong brand advocates who use our products and love it,” Matthews explains.
Events like the Brompton World Championship not only celebrate cycling but also bring the community together, nurturing brand loyalty through shared experiences.
Looking Ahead: International Expansion
With eyes on global markets, especially in Asia, Brompton’s ambitions don’t stop here. “We’ve done a lot of international growth in the last few years, but there’s still much more to explore from an ecommerce perspective,” Matthews confirms. Following the successful launch of their first direct-to-consumer store in Tokyo, Brompton is set on expanding their reach even further.
Conclusion
Brompton Bicycle’s strategic digital transformation mirrors their commitment to premium quality and customer satisfaction. By enhancing the online shopping experience, integrating offline interactions, and fostering community engagement, they’ve positioned themselves for sustained growth and brand loyalty. As they forge ahead into new markets, Brompton is paving the way for a future where premium cycling is accessible—both online and offline.
For those seeking both adventure and community in cycling, Brompton is not just a choice; it’s a lifestyle.
