How UK’s Leading Cycle Retailer Brings a Guided Buying Experience Online
Evans Cycles, the UK’s leading specialist bike shop has been selling bicycles since 1921, and has had a presence online since 1999. With 30% of the business now digital, the online buying experience is an extremely important part of the brand.
For that reason, Evans Cycles has gone to lengths to make sure that customers receive excellent service when they come into the store AND when they buy online.
Providing advice and recommendations, both online and in-store, are key for enthusiast customers – that is, cycling hobbyists who might not know exactly what they want from the outset. For customers who know what they want, Evans Cycles provides an element of self-service, which then frees up their representatives to spend more time helping enthusiast customers.
In this session, Ben Hart will lay out the ways in which Evans Cycles brings their excellent in-store experience online to provide customers with a service they can’t get elsewhere and give them the right assistance and the right product.
About the speaker
As an Executive Director, Ben Hart is responsible for the ecommerce channel at Evans Cycles. He leads and manages a passionate team of young ecommerce professionals across all wide spectrum of activities to deliver a joined up multi-channel ecommerce experience to Evans Cycles’ customers.
Ben says that he is fortunate as he is able to combine his passion for cycling with the career in marketing and ecommerce working for the UK’s largest cycle retailer. His experience covers developing and coaching team members, liaising with investors and boards, presenting, negotiating with and managing external agencies, managing a multi-million £ marketing budget, offline to online tracking and measurement, leading cross functional business projects, exploring new business opportunities (such as marketplaces and international online sales).