Salesfire &
Team Cycles
Elevating online customer experiences and boosting average order value.
+13.6%
increase in AOV through email
50.54%
open rate on browse abandonment email
18.8%
conversion rate on abandoned orders email
9.42%
decrease in bounce rate from PPC traffic
Introducing, Team Cycles
Operating in the North East of England for over a decade, Team Cycles has solidified itself as a trustworthy local business offering quality cycling products and expertise.
Starting with a single store in Gateshead, Team Cycles has now grown an online presence and expanded into the outdoor activity hotspot of Kielder Forest. The wheels kept on turning, and they now offer bikes, parts, and accessories from big-name brands, in-house bike servicing and repairs, and even provide a bike hire service.
Priding themselves on their expertise and ability to deliver a personalised service, Team Cycles is constantly looking to elevate its online customer experience.
The challenge
When Team Cycles reached out to Salesfire, they had tried enhancing their online customer journey with email marketing but were losing hope in the channel. Campaigns sent with their previous email service provider (ESP) had required many hours of manual setup and maintenance and were delivering minimal results.
Their previous ESP was time-consuming to use and offered minimal support, meaning Team Cycles had been limited to a basic email marketing strategy. This was preventing their brand and its shoppers from experiencing the full benefits of an effective email marketing strategy.
Team Cycles sought Salesfire’s extensive knowledge of email marketing to help them implement the right campaigns for their business goals. They were looking to boost revenue through email whilst providing an online customer experience that reflected the quality of service and expertise delivered in their stores.
The solution
Upon joining us, Salesfire assigned Team Cycles a dedicated Success Manager to assist them in developing a tailored email strategy. After auditing their current email communications, several optimisation opportunities were discovered to help Team Cycles achieve their business objectives.
With their previous ESP, Team Cycles had been primarily sending one-time newsletters to their entire mailing list. This single focus meant they were missing opportunities to support and enhance their on-site experience with more personalised email campaigns.
Shoppers were not engaging with or converting from Team Cycles’ emails, likely due to their one-size-fits-all approach. The same campaigns were being used to target audiences with different needs, resulting in shoppers receiving irrelevant content. These findings were discussed with Team Cycles, and an email optimisation strategy was developed with the help of their Success Manager.
Team Cycles set up automated email flows with Salesfire, including browse and cart abandonment campaigns. These campaigns were selected for their effectiveness in engaging shoppers throughout longer decision-making periods, such as when purchasing a bike. SMS campaigns were incorporated into these flows to reinforce the message and drive increased engagement.
This meant shoppers were automatically enrolled in highly engaging campaign flows relevant to their unique customer journey, enhancing personalisation and reducing the manual work required. Once an email had brought a shopper back to their site, Team Cycles needed to keep them on-site and engaged for long enough to make a purchase. Salesfire’s On-Site Messaging technology was implemented to assist with this. Our technology tracked their shoppers’ behaviour, triggering messaging at the most crucial moments, such as when a shopper shows signs of exiting.
Finally, to further enhance the on-site experience of Team Cycles’ shoppers, they opted to use Salesfire to power their on-site search function. Using our AI-driven search solution, the brand could connect shoppers to their perfect product even quicker, reinforcing Team Cycles’ reputation as experts in cycling products.
Results achieved
With Salesfire, Team Cycles was able to implement a more comprehensive and effective email marketing strategy. This led to improved email engagement, a higher AOV and boosted conversions, achieving:
Optimising their on-site experience using Salesfire, Team Cycles were also able to see success in:
Overall, Salesfire influenced 23% of Team Cycles’ online orders.
“The ability to gather customer data through an Overlay and then to be able to target that group through email and SMS messaging is very useful. The wide range of data that is captured is crucial for us to understand our customers' interests. The analytics will play a vital part in how we move forward as a company and understand our customer base more thoroughly. If anyone is new to using this software, they will be able to pick it up and work it out without an issue on their first day of using it.”
Jonathan Morland, Creative Design & eCommerce at Team Cycles