Being A Trusted Source Of Advice - Global Bike Manufacturer Trek Bicycle On Enriching The Digital...
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Transcript of Being A Trusted Source Of Advice - Global Bike Manufacturer Trek Bicycle On Enriching The Digital...
Curtis BiceMarketing Project Manager, Trek Bicycle
Trek and Smart Assistant:
Being a trusted source of advice
Overview
• About Trek• Why Trek needed an advisor• Trek’s bike finder project• 12 key considerations• What’s next for Trek• 5 takeaways
About me
• With Trek since 2008• Trek Roles
• B2B Website Admin• Content Manager• Merchandiser• Marketing Project Manager
• Road racer and triathlete• Family man
About Trek
• Founded in Waterloo, WI in 1976 in the red barn
• Dick Burke – Founder• John Burke – President• First year – 986 bikes• Now – 1.5MM bikes,
2000 employees, $1B sales• Still in Waterloo, WI
Our global markets
• Offices in 17 countries• Distributors in 80+ countries• 17 warehouses• 51% of sales outside US• 5000 independent retailers• 60 direct owned stores and growing
Our website - trekbikes.com
• 29 countries• 19 languages• SAP hybris in Oct 2015• eCommerce in US and UK• 30MM+ annual sessions• 65% sessions outside the US• Conversions = eComm sale
or “Find a retailer”
Our retailers
• In store assembly• On-site training• Trek University
Why Trek needed an advisor
Why Trek needed an advisor
Lots of bikes
“2000 to 1”Dean GoreVP Marketing
Why Trek needed an advisor
Novice riders
Why Trek needed an advisor
Gainconsumerconfidence
Why Trek needed an advisor
Gainconsumerconfidence
Trek’s bike finder project
Bike finder• Goals and scope• Key considerations• The results
Goals
• Primarily support novice riders, works for all• Improve conversion rates• Three “families” of bikes
Scope
• Bikes only• ~80% web visits
• US and UK markets• ~50% of web visits
• Trek drives the online experience• Implementation by Smart Assistant
Project phases:• Benchmarking• Question development• Data creation• Design• Implementation• Integration
12 key considerations
Benchmarking
1
Benchmark everywhere
Question development
2
Keep thequestionflow simple
Question development
2
Keep thequestionflow simple
Question development
3
Understandtheaudience
p
Question development
4
Make theanswersstand alone
Question development
5
Show pricelast
Data creation
6
Model the data
Data creation
6
Model the data
Data creation
7
Manage datamanually beforeintegration
Data creation
7
Manage datamanually beforeintegration
Data creation
7
Manage datamanually beforeintegration
Design
8
Match the advisor tothe website
Design
8
Match the advisor tothe website
Design
9
Design for mobileand desktop
(41% mobile)
Design
10
Use imagerythat speaks
Implementation
11
Leveragethe experts
Integration
12
Make iteasy tofind
The results
• 15,000 starts a month• 4% of site sessions• Average session is 3:30• Half click to a product page• Bike & question selection in line with novice rider• Average bike price $900• Conversion rate is double• Desktop is performing slightly better than mobile• US and UK have similar results
The results
Make it better
What’s next
• Going global!15 locales
• Saddle finder• Design updates
• A/B testing• Entry points• New categories
5 takeaways
1. Customers first2. Simplicity3. Imagery4. Analytics5. Start small, then go big
Questions
?trekbikes.com/us/en_US/bike-finder/
