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Easton&Raceface

PROVIDING A DIGITAL ASSET THAT OUTPERFORMS COMPETITION EVERYWHERE

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About the project

Race Face and Easton Cycling have stand-alone websites with unique product lines that cater to distinct market segments, but their sites share similar user groups: dealers, distributors, athletes, cycling enthusiasts and internal stakeholders. These tech-savvy clients wanted a variety of ways to present their content—and they had absolutely no appetite for cookie-cutter e-commerce templates that dictate how their products are displayed. 

For their digital transformation they wanted to created a stunning site that will target new audiences and build a strong customizable e-commerce foundation to enable online purchasing and facilitate future integration with warehousing while managing the complexities of their products. At no stage was there any room for compromise on design or functionality.

Project Development Design

We defined a long list of needs and wants for the front-end users (consumers and registered dealers/distributors) and back-end administrators, and ensured all the stakeholders were aligned on business goals and processes.The greatest challenge of the project was presenting a wide range of product information in a single page that is rich in content and interesting for users to peruse and digest. For example, a single bike component product listing is comprised of multiple product images, video, specs, customer reviews, a dealer locator map and related products. Our ultimate focus for this project was to create an awesome user experience for all five user groups. 

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Development

Back-end workflows needed to be simple and efficient for Easton Cycling and Race Face staff to maintain and manage over time. To make the task more challenging, we needed to ensure the sites would scale as the company's’ needs increase over the long term. This customization was a feat of development and is part of what makes these sites so impressive.

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Group Users

Consumers (front-end)

Not only can consumers view bike components dynamically, but they are provided helpful purchasing information like specifications, images, video and customer reviews. To aid in the buying process, a dealer map with geo-IP integration automatically lists dealers closest to the customer.

Dealers, Distributors and Athletes (front-end)

Dealers, distributors and athletes used the Easton Cycling and Race Face sites for ordering products, so we focused on enhancing their user experience and streamlining the process. With a focus on building intuitive functionality, such as user group segmentation that displayed different prices (American vs Canadian dealers) based on their location, helped to ensure the time online was easy and efficient.

Administrators (back-end)

The flexible and robust nature of Expression positioned us to build granular control for administrators over content. By selecting building blocks (i.e. carousels, videos, two column text layout, text callout, imagery, etc.) administrators essentially design their own templates for how the content is displayed on the front-end. This authority extends to e-commerce product management, custom fields/attributes and order management for dealers and distributors, to name only a few.

 

 

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Outcome

They now have long-term digital assets that will grow with them, and serve as their strongest advantage, that use the right e-commerce platform, different than many retailers are using Shopify and similar platforms for their e-commerce needs, these systems can't tackle complex product data presentation and workflow requirements. Now they're teamed with the intelligent and customized e-commerce solution, made possible by our Expression technology (Our web experience management (WEM) software, was the ideal solution to build these two sites on and ensured a future friendly long-term digital asset)

Quote

“TODAY, WE HAVE ENHANCED OUR ABILITY TO SHARE OUR IN-HOUSE EXPERTISE WITH OUR CUSTOMERS- ENABLING US TO STRENGTHEN OUR REPUTATION AS A LEADING AUTHORITY ON CYCLING.”

-Mike Starkey-

Vice President of information systems at perfomance bicycle

Vancouver

Bogota

Athens

Backbone Canada

55 East 7th Ave Vancouver, BC M-F 10am-6pm PST info@backbonetechnology.com (+1) 604.713.8560

Backbone Canada

55 East 7th Ave Vancouver, BC
M-F 10am-6pm PST

info@backbonetechnology.com

(+1) 604.713.8560
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Backbone Latam

Cra 9 # 77-67 Oficina 804 M - F 9:00 a.m - 7:00 p.m hola@backbonetecknology.com (+571) 7424247

Backbone Latam

Cra 9 # 77-67, Oficina 804
M - F 9:00 a.m - 7:00 p.m

salesteam@backbone.digital

(+57)(1) 7424247
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Backbone Greece

Leof. Dimokratias 11, Melissia 151 27, Athens M-F 10am-6pm PST athens@backbonetechnology.com (+30) 210.680.3380

Backbone Greece

Leof. Dimokratias 11, Melissia 151 27, Athens
M-F 10am-6pm GMT+2

athens@backbonetechnology.com

(+30) 210 680 3380

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