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

Primeau Velo

eCommerce Business Plan
Advisory Services
User Experience Design
Integration / Development
Managed Services

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…


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.

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

Integrated Platforms + Technologies
Logo Magento
Logo inRiver
Logo Microsoft Dynamics
Logo LS Retail
Logo Mailchimp

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



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.

More Like This

Join our mailing list to receive the latest news and updates from our team.

Commencer votre projet
S’il vous plaît fournir les informations sommaires de votre projet eCommerce et nous indiquer comment vous joindre.

You have Successfully Subscribed!

Start Your Project
Please provide a basic description of your project, and tell us how to reach you.

You have Successfully Subscribed!

Get Our Internal eCommerce Brief

Be the smartest eCommerce person in the room by reading our monthly eCommerce Brief. 4 minutes well-invested.

You have Successfully Subscribed!

Recevez le rapport des perspectives eCommerce

Soyez la personne la plus à l’affût de tout ce qui touche au eCommerce en lisant notre compte-rendu mensuel. 4 minutes bien investies.

You have Successfully Subscribed!