ENHANCING CUSTOMER EXPERIENCE + DRIVING REGIONAL AND B2B COMMERCE
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Sales Enablement
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B2B Enablement
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Platform Delivery
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Customer Experience Strategy
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Connected Experiences
The Opportunity
Launch a global channel to support regional and B2B sales alongside a superior user experience that boosts brand exposure and affinity.
A leading American bicycle parts and products manufacturer since 1974, Specialized Bicycle Components needed a more robust global digital channel. The goal? To expand regionally into ecommerce while driving future B2B sales. Wunderman Thompson Commerce & Technology partnered to deliver a full SAP implementation that aligned with industry standards and competitors, while enhancing the online user experience. Working together, we innovated Specialized’s existing B2C sites and built localized content sites in more than 10 global markets.
With an overarching focus on superior user experience, we worked to improve navigation and make it easier for customers to find bikes and specific parts. Shoppers can purchase parts, apparel and accessories online. They can also filter brick-and-mortar stores by location and type, including Concept Stores, Body Geometry Fit Centers, and S-Works Retailers, using the site’s ‘Find a Store’ feature.
Brand retailers can now access the proprietary portal system for automated inventory data sharing. By opting into the system, they can provide Specialized with a daily feed of inventory units by SKU. The company can then share that inventory information on their website, so consumers can search for and easily find specific parts. Specialized’s online channel also retains legacy data information about discontinued model parts and accessories.
