Specialized Bicycle Components is a leading American bicycle manufacturer, with a focus on high-end components and products. Founded in 1974, Specialized revolutionized cycling by introducing the first mass-produced mountain bike with an emphasis on riders’ needs for functional and technically advanced products that provide performance benefits.
Seeking to launch a global digital channel to expand into ecommerce regionally, and B2B sales over time, the manufacturer partnered with Gorilla for a full SAP Hybris implementation to align with industry standards and competitors and enhance user experience online. We worked with the brand to innovate their current B2C sites, as well as build localized content sites in more than 10 markets globally, with future-looking ecommerce integrations planned.
One of the overarching project goals was focusing on user experience, as opposed to solely visual design. The original website was difficult to navigate, and customers struggled to find bikes and specific parts in stores in their area. Using the new channel, shoppers can not only purchase parts, apparel and accessories online, they can leverage the ‘Find a Store’ functionality and even filter by specific type of store, including Concept Stores, Body Geometry Fit Centers, S-Works Retailers, and more.
Specialized was seeking to leverage ecommerce as an inlet for stores by preserving local relationships with dealers, not competing with them. To that end, brick and mortar Specialized retailers can use the online channel to participate in their proprietary portal system, which enables automated inventory data sharing. When retailers opt in to the system, they 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 new online channel also retains legacy data information about discontinued model parts and accessories.
In order to further enhance user experience, the new site features bike registration, allowing customers to save their bike components and specifications for future reference, and giving Specialized a straightforward means of remarketing to customers who have bought a particular make or model in the past. The site also includes expanded parts schema for intuitive shopping within specific bike models, allowing users to work their way through the bike building process and visualize how specific components would fit together.
Key site integrations include Oracle for ERP, Salesforce for customer data, Ayden for payments and PowerReviews for user generated content and reviews. The new site also features an expanded Hybris CMS that holistically blends content and commerce. Supplemental content, such as profiles on brand ambassadors and articles about new bike technology and functionality, is woven into the ecommerce channel through a separate ‘Inside Specialized’ tab.
Creating international functionality such as translations and location-based targeting was a key priority for the localized content sites. Integrations such as T-mail allow for global commerce enablement through global marketplaces.
To date, Specialized online storefronts have been launched in more than 10 countries. Future looking initiatives include incorporating commerce capabilities into those international storefronts through a strategic roll out. Other Phase 2 initiatives include building tools to create custom apparel and bottles and enabling pick up in store functionality.