Being A Trusted Source of Advice – Global Bike Manufacturer Trek Bicycle on Enriching the Digital Customer Journey
The rapid adoption of digital technologies and changing consumer expectations are transforming the relationship between manufacturers and their customers. Today, consumers have endless options, online and offline, to research and buy products and brands need to meet customer needs anytime, anywhere. There are a number of different touch points and a number of ways for customers to interact with their brand of choice.
In this scenario, digital represents an important channel for manufacturers to engage, influence, connect and bond with their customers.
Trek Bicycle is a global leader in the design and manufacture of bicycles and related products. The family-owned company believes the bicycle can be a simple solution to many of the world’s most complex problems and is committed to breaking down the barriers that prevent people from using bicycles more often for transportation, recreation, and inspiration.
Two years ago, in 2015, Trek started selling bikes online, giving online shoppers the chance to order their bikes online and have them drop shipped directly to their local Trek retailer, a process referred to as “click and collect”.
Trek’s online business model is an example of how direct to consumer channels and retail channels coexisting in harmony and supporting each other.
For buyers who know exactly what they want, buying a bike online can be an enticing option. However, as more consumers go online for their purchases, not all of them being knowledgeable cyclists who know exactly what they want, many are not conditioned to purchase high-ticket durable goods online.
How do you improve the digital brand experience in a way that it
- makes you the trusted and preferred go-to source in the customer journey
- makes it easy for online shoppers to make choices online
- makes sure they’re able to choose the bike that best fits their riding style and the type of surfaces they will be riding on
Trek recently launched a digital advisor to answer these questions. It enriches the digital customer journey, differentiates and personalizes the brand experience through 24/7 education and decision support.
During this insightful and practical session Curtis Bice, Digital Marketing Project Manager at Trek Bicycle, will share
- A brief background about Trek
- Why Trek needed a digital advisor
- Key considerations when building a digital advisor and best practices
- Results, Findings, and Outlook
About the Speaker
Curtis Bice is a Digital Marketing Project Manager at Trek Bicycle in Waterloo, Wisconsin, USA. Projects he focuses on include digital product launches, online content development, integrations, and marketing campaigns/promotions. During his 9 years at Trek, he has also served roles as B2B Website Administrator, Content Manager, and Merchandiser, which give him a strong background to manage a variety of Marketing and Digital projects.
Outside of work, Curtis enjoys cycling, triathlons, boating, performing in community music groups, and spending time with his wife and 2-year old son. You can connect with Curtis at linkedin.com/in/curtisbice