Case Cycle Group: How we helped them to pedal to the victory

Cycle Group in a nutshell

Cycle Group is your go-to destination for top-tier bicycle service and repair, dedicated to enhancing the performance and longevity for your bike. Cycle Group offers a big and versatile selection of high quality bikes for every cyclist from starters and mundane users to hardcore cyclists. They also offer comprehensive maintenance solutions for every cyclist’s needs combined with exceptional customer service. With an unwavering commitment to quality and precision, and knowledge from the expert technicians, Cycle Group ensures you ride smoothly and safely, every time.

Background

Cycle Group was seeking a quick, proactive partner who can assist them in growth. Woolman was a perfect partner for this, enhancing the co-operation with the OKR (Objective and Key Results) driven model and planning necessary and useful actions based on insights from our intelligent data-driven decision-making tool Ellis. We quickly started the journey and assisted them to thrive on following areas:

How did we help the Cycle Group?

Platform, consultation and implementation

  • Ellis: Cycle Group started using Ellis as a strategic navigator and business management system. Routines around data were build into eCommerce, retail and magement teams. This allowed Cycle Group to idenfity bottlenecks, the most impactful development actions and immediately react to market changes.
  • Upsell & cross-sell: We analysed potential upsell opportunities based on Cycle Group's strategic key areas, eCommerce data discovery and consumer purchase path analysis. Our eCommerce experts built efficient and effective cross-sell & upsell capabilities.
  • Data-based loyalty program: Together with Cycle Group we created a new data-based loyalty program to ensure a significantly higher CLV. Customer tiers were based on a CLV analysis conducted with the Ellis tool by Woolman’s data analysts. We consulted Cycle Group with the commercial concept creation, configured the loyalty program tool, and hand-in-hand helped to prepare the program launch with email automations and Shopify settings. The cooperation has been seamless and efficient.
"We have had an enormous amount of work and various development projects, yet we've managed to keep everything fairly well together and have moved towards our goals. All the essential business metrics are on the rise, and the improvements we've made have had  a monumental impact. We are grateful to Woolman for their openness and continued collaborative efforts."
- Cycle Group team

High season data support

On the most important season for Cycle Group, we had a dedicated eCommerce expert from Woolman continuously analysing Cycle Group’s online store data and KPIs. Based on this data we were able to give insights and actionable suggestions for Cycle Group’s eCommerce team, freeing them to focus on operational work and executing the planned actions.

Cycle Groups’s astonishing business results

Q2 showed impressive increases compared to the same period in the previous year:

  • eCommerce sales +212%
  • AOV + 11%
  • ABS + 9%
  • New customers +130%

Cycle Group has adopted data-driven approach in running their business. From physical store personnel to e-commerce team and customer support – everyone can rely on Ellis for single source of truth and real-time business insights to make an impact.

Cycle Group continues to be hungry for growth and Woolman accelerates them in driving measurable progress and pursue ambitious goals.

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