Going headless to kickstart innovation and growth.
As Yeti Cycles and ZaneRay worked together to determine the best way to achieve their branding and business needs, they decided that leveraging a headless framework would not only set them up for success in the present, but also the future. “This was the early days of headless, and as we both looked down the road we said ‘Yeah, this is the way we need to go,’” explained Penny Porterfield, Vice President Operations and Business Development at ZaneRay.
This headless implementation would allow them to create more dynamic storytelling opportunities with a more robust CMS. It also tied into Yeti’s existing ERP, Syspro, so it wasn’t necessary to switch to a new service provider.
Managing B2B and DTC sales from the same platform.
Traditionally, B2B and DTC ecommerce sites have offered very different experiences. Now, as expectations have shifted, B2B customers look for user-friendly, DTC-like experiences from their vendors. That means a variety of payment options and an easy-to-navigate interface, but also bulk ordering options, back-in-stock notifications, and fulfilment options specific to retailers.
“Everything that a bike shop needs in terms of fulfilment is available to them right there on the site,” explained Porterfield. “These people may not be highly technical, so if you make it simple for them, similar to how a regular consumer would shop, the B2B user can have a really great experience.”
When Yeti Cycles’ leadership team decided to start selling DTC from their existing B2B site, the addition was almost instant. “We had designed a framework that was poised to make the shift to DTC at some point, and given the fact that they were already headless on BigCommerce, they were well-positioned to move once they made the decision to do so,” said Kirk Cornelius, Vice President of Strategy and Communications at The ZaneRay Group.
Yeti Cycles was able to launch the DTC arm of their business in a month, and it opened up an entirely new revenue stream that would have otherwise taken a massive amount of time and development resources.
“Our customers have expressed interest in buying directly from Yeti Cycles, and through our new program, we’re able to deliver a premium online buying experience,” said Chris Conroy, CEO at Yeti Cycles.
Syspro, Enterprise Resource Planning (ERP)
Jasper, Product Information Management (PIM)
eBridge, Enterprise Service Bus (ESB)
Salesforce, Customer Relationship Management (CRM)
“We had designed a framework that was poised to make the shift to DTC at some point, and given the fact that they were already headless on BigCommerce, they were well-positioned to move once they made the decision to do so.”
Kirk Corneliousvice president of strategy and communications, the zaneray group