Releasing the brakes and gaining momentum with BigCommerce
In addition to BigCommerce Mango Bikes vetted Shopify, GoDaddy, Magento, WooCommerce and Craft. Andrew found some to be too expensive while others were unable to cope with, or allow access to build, a customiser. And after all that vetting the company selected Craft to be its new ecommerce platform. But, of course, that’s not the end of the story.
“Into the site build we discovered we should have gone with BigCommerce from the start as we realised the platform would give us the flexibility we wanted and access to the code to customise as we liked. It was something we weren’t getting with Craft,” Hassard said.
Mango Bikes again changed course and in April 2021 officially launched on BigCommerce.
“With BigCommerce we were able to build a reliable site that gave us more capacity when we needed it and less when we didn't. We’re not checking every 15 minutes to see if the website is working. We just have confidence that the site is up, running, it’s secure and performing” Hassard stated.
Agencies Mellor & Smith and the RANDEM Group played key roles in Mango Bikes’ global aspirations. Mellor & Smith understood the brand so well that its designs for the front end put, what Andrew called, rocket fuel underneath it to make the company stand out. The RANDEM Group took those designs and used its technical expertise to bring them to life, including Mango Bikes’ bespoke customiser app.
“Buying a bike should be a fun process. One of the best things is choosing colors and styles. Most bike brands decide for you. Not Mango Bikes! Ninety percent of our bikes are customised purchases. At our core is customisation and we constantly look for ways to offer more choices, styles and options, while making it easy for anyone to shop and understand what they are doing” said Hassard.
At the time of this writing, the various bike customisation options are estimated to be well over six million combinations. No two bikes are exactly alike. And bike mechanics and assemblers state there are no two work days exactly the same either.
- Customer Relationship Management (CRM):
Apps to keep things rolling
Mango Bikes turned to the BigCommerce apps marketplace to find just the right tools to extend its website’s capabilities. The brand selected Codisto to streamline its channel marketing activities and Google Sales & Orders to transfer its catalogue data into the Google Merchant Center, making it easier to manage and present inventory to shoppers.
“Using Klaviyo makes it a lot simpler to be more personalised in our email marketing. It allows us to interact with customers in a fun and well-timed way with relevant content,” Hassard said. “We also use Glew, a comprehensive reporting tool that gives us a clear and unbiased assessment of everything on our site such as sales, marketing, traffic and customer data.”