Ribble

Ribble Cycles is a Preston-based high performance cycling brand and a household name for avid cyclists. Established in 1897, the company in recent years has bolstered the team with key acquisitions from some of the most prevalent eCommerce operations. This investment in the team, the brand, and the products has elevated Ribble’s profile in the cycling world.

BEST ONLINE UX B2C 2016 - WINNER

GOLD LEVEL WEB/ECOMMERCE - WINNER BEST IN CATEGORY

BEST RETAIL ECOMMERCE SHOP - SHORTLISTED

The Brief

Ribble Cycles tasked us with creating a market-leading e-commerce store which would revolutionise the way in which bikes are bought and customised online. The bike builder needed to be industry-leading, with tools in place for customisable products that would allow a bike to be fully configured from start to finish. There needed to be multiple payment options; including PayPal, Amazon, Sagepay & V12 Finance.

Other specifications included:

  • Enterprise ERP integration – Sanderson
  • Full localisation using GEOIP
  • Extensive SEO customisation
  • Advanced filtering
  • Cutting-edge responsive design

Number of variables available per bike:

147,744,000,000+

Depth of configuration per component:

4

The Challenge

Ribble have an active demographic that are always on the move. Their consumers need the ability to create the perfect bike in any location on multiple devices. Accounting for the variables available required a lot of thought surrounding the user experience of this Magento Enterprise store.

Business Objectives

  • Create a solution that allows anyone anywhere on any device to create their perfect bike.
  • Increase basket size and encourage up-sells.
  • Decrease the time taken to upload and manage products.

Further to the user experience and the building of a store that can handle the complex requests required, we needed to make sure we were increasing the upload speed, increasing mobile conversion, and reducing the dependency on technical professionals.

"Ribble Cycles is truly paving the way in terms of creativity, customisation and innovation in our sector, and this is mirrored in our new website and our customers’ improved online journey. The new site is revolutionary for the biking community due to our bike builder tool, and overall is much smarter and more user-friendly, making product personalisation as easy as riding a bike!“

– Ribble Cycles

Our Vision

Ribble wanted a point of differentiation in the marketplace as the first responsive BikeBuilder. Increase in mobile conversion was key to the success of the project, as well as user feedback. They wished to create a solution that allowed users to create complex and custom bikes and on all devices, with the ability for the functionality to be available for the sales team to use BikeBuilder in store to work with customers.

The BikeBuilder was created to reduce the time taken to upload products and increase average order values on and offline. The function needed to reduce dependency on technical professionals and reduce overheads for new staff members whilst increasing both sales and enquiries.

The Results

The Bike Builder is the flagship part of Ribble’s new offering. It is a substantial, highly customised Magento extension which is essentially two products in one. The front end is a completely custom built, responsive interface designed to guide customers through the process of customising every detail of their chosen bike, from the frame and wheels right down to the handlebar tape and accessories and then save and shared on social networks.

The second part is the exhaustive and customisable admin interface, which is designed to allow admins to create new Bike Builder products with several hundred options in minimal time thanks to a highly customisable admin interface which allows complex product types to be related together.

Ribble have also now launched both German and Australian sites, taking their business to an international level.

Higher Conversion Rate
Average Time on Site
Reduced Incompatible / Inappropriate Configurations
Optimised workflow automation
Better user satisfaction

Impressed yet?

The Headrow
Leeds
LS1

Grosvenor Street
Mayfair
W1

The Team

Numerous staff members worked on the project in order to deliver the best results possible. This included...

2

PROJECT
MANAGERS

1

DESIGNER

2

FRONTEND
DEVELOPERS

4

BACKEND
DEVELOPERS