Our Work

Primeau Velo.

A bike retailer uses omnichannel to drive in-store sales.

Our Work

Primeau Velo.

A bike retailer uses omnichannel to drive in-store sales.

“Going all in on omnichannel was a turbulent but necessary change. Let’s be clear: we literally changed everything.”
Eric Primeau, President, Primeau Velo
Client

Primeau Velo

Type
Retail
Services
eCommerce Business Plan
Advisory Services
User Experience Design
Integration / Development
eMarketing
Managed Services
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Primeau Increased Sales 27% During Bicycle Retail’s Worst Year in a Decade.

Since 2009, the rise of pureplay eCommerce cycling juggernauts has driven cyclists from the bike shop to the Web, where their favorite brands are discounted on a daily basis. With Amazon-like competitors selling components for near cost (and shipping them for free anywhere in the world), passionate cyclists can now find a better deal within minutes. Bike shops are hurting, a lot. Except one, apparently…

RESEARCH ONLINE PURCHASE OFFLINE

Digital drove $9 of
in-store revenue for
every $1 sold online,
a 9:1 ROPO Ratio.

The Mission

Increase 1:1 interactions
while making the digital
shift and going all-in on omnichannel.

Instead of bracing for impact and managing “through the storm”, Primeau Velo did what any bike racer would; they went all-in for the win and used omnichannel to reinvent their business.

The team at Primeau completely redesigned their business around digital, creating an omnichannel environment that provides the in-store feel through every interaction, then promote the heck out of it.
The local bike shop just went global.

PRE-PURCHASE RESEARCH

1 in 3 in-store customers shows up phone in hand, already on the site, looking for specific products.

Integrated Platforms + Technologies

The Strategy

Do or die. Reboot the entire infrastructure and approach to selling by going “all-in” on omnichannel, meeting passionate customers where they already connect and play by using every customer touchpoint to facilitate the customer journey.

The eCommerce Tech

  • eCommerce platform: Magento
  • Product Information Management (PIM): inRiver
  • Automated mail marketing: Mailchimp
  • Lifestyle blog CMS: WordPress
  • Point-of-sale (POS) system: LS Retail
  • ERP: Microsoft Dynamics

 

OMNICHANNEL INSIGHT

20% of in-store customers use chat to ask questions before coming.

Game-Winning Features

  • Black-Friday proofing the infrastructure (capacity to manage peaks)
  • Integration of Mailchimp automated Email marketing solution
  • Integration of Magento with Microsoft Dynamics ERP
  • WordPress blog integrated with Magento for enhanced eCommerce capabilities
  • Search + Social Ads, marketing and retargeting
  • Autonomy in content creation and promotion
  • Real-time eCommerce analytics dashboard
  • Email marketing strategy and tools
  • Cross-sell strategy
  • Market-beating SEO deployment

About Primeau Velo

Primeau Velo is a three-generation-deep bicycle retailer with 2 stores and nearly 100 years of history. They provide cyclists of all levels the biggest choice among cycling brands in Canada, along with a complete suite of cycling-related services and expertise. Primeau Vélo sponsors several youth cycling initiatives and cycling clubs. In other words, they’re a cyclist’s bike shop.

Find out how Primeau grew sales 27% in a downward market.

Primeau Velo went all-in, but nothing was left to chance.  To find out how they used the eCommerce Business Plan to take the best decisions and exceed first-year financial forecasts, download the complete case study.

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