Salesfire &
Pauls Cycles
Streamlining the shopping experience with automated solutions.
+15%
increase in conversions from Search
+20%
increase in AOV from Recommendations
30%
of revenue influenced by email
Introducing Pauls Cycles
Pauls Cycles is one of the UK's leading bike specialists, known for offering top-tier bikes at genuinely competitive prices. The retailer acts as a one-stop shop for cyclists, stocking a range of bikes, parts and accessories from respected brands like Cube and Trek. Always at the cutting edge of a challenging industry, the brand’s current focus is e-bikes.
The challenge
Already thriving in a difficult industry, Pauls Cycles sought further business growth. To achieve this, the brand was looking for a solution that would assist in two main areas:
- Improving marketing efficiency: Time and resources in the brand’s marketing team were stretched. Pauls Cycles wanted to incorporate more automation into its strategy to reduce workload without compromising results.
- Providing great shopping experiences: In an effort to acquire and retain more loyal customers, Pauls Cycles wanted to further enhance its already impressive customer experience.
The solution
Pauls Cycles discovered that Salesfire could meet all of their requirements. To ensure they could optimise experiences across the entire customer lifecycle, they chose to implement our full suite of solutions. This included:
- Data capture campaigns: In an effort to reach more shoppers after they left the site, Pauls Cycles used incentivised data capture campaigns to grow its email and SMS subscriber base.
- On-site messaging: To make the on-site experience more engaging and make shoppers aware of relevant offers, Pauls Cycles implemented Salesfire’s behaviour-based messaging.
- Search: To ensure shoppers could easily navigate through its extensive product catalogue, Pauls Cycles set up Salesfire’s AI-powered search. This also captured additional search data about each shopper's interests to further personalise email campaigns.
- Email automations: The brand chose to implement several of Salesfire’s automated email flows to save time spent on manual scheduling and improve email relevancy. These included welcome, browse abandonment, search abandonment, and post-purchase flows and were powered by the data captured from shoppers on-site.
- Recommendations: Pauls Cycles also chose to display Salesfire’s Recommendations on its site and in its email campaigns. This allowed the brand to dynamically adjust products shown depending on a shopper’s real-time activity.
All of this is powered by Salesfire AI, which connects a shopper's sessions across different devices and visits, allowing Pauls Cycles to deliver the most relevant experiences.
Results
Implementing Salesfire’s suite of solutions has had a significant impact on the performance and revenue of Pauls Cycles, while streamlining marketing operations.
Using Salesfire’s search, the brand drove a 15% uplift in conversions, with search achieving a 7x higher conversion rate than the website’s standard conversion rate. Our search also influenced 15% of the total revenue generated by the brand’s website.
Salesfire’s Recommendations also drove an increase in Pauls Cycles' average order value. The AOV of shoppers who clicked on Recommendations was 20% higher than the website’s average.
Additionally, Salesfire’s automated emails containing Recommendations influenced over 30% of the overall revenue generated by paulscycles.co.uk.
“Salesfire has made every effort to understand the cycling industry and the unique needs we have. The result is a strategy that really works for us, making the most of the touchpoints across our site and using this to enhance the off-site experience."
The performance of our search has been well and truly transformed, and their automations have taken a weight off my team's shoulders.”
Marcus Sladden, Marketing Manager at Pauls Cycles