Guided Selling for Bike Manufactures

Help online shoppers find their ideal bicycle with guided selling. Learn how bike manufacture TREK was able to increase sales through guided selling.

INTRODUCTION & BENEFITS

Why Guided Selling

A Digital Assistant supports your customers or possible new leads with smart advices, based on a flexible and dynamical user experience flow. Driven by insights and analytics this flow must be dynamic and adjustable. The Digital Assistant will make sure, that offerings will fit the user’s desires. Digital Assistants can be integrated to multiple channels and are not limited to an E-commerce shop or website.

Optimize your conversion rates and your customer experience in your online channels with a Digital Assistant that guides users through their search. It will you can also generate new possible leads throughout multiple channels like E-Commerce, mobile Apps, in-store shops, Marketplaces like Amazon or even Social Commerce to gain more value from marketing budgets. 

In addition to your existing product/service assortments, also for individual offerings, Digital Assistants can improve the customer journey and offer personalized advice with the power of AI (Artificial Intelligence).

The benefits for the Bike Industry

  • Get input from customers' regarding needs and preferences to guide them to a recommended product or selection of products
  • Simplify customer product search by reducing the amount of valid options, proven effect in increased conversion rates.
  • Create a dedicated flow with relevant and triggering questions for each customer segment, from newbies to extreme-sports enthusiasts.
  • Educate potential customers about features or technical specifications and translate this to the real benefits.
  • Streamline their path to purchase and direct them to nearest dealer.
  • Offer a convenient and fast experience so customers have a smaller and more precise consideration set, which in turn translates into higher conversions. 
  • Easy integration within your E-commerce or third-party channels.
  • Get insights into your audience through in-depth analysis of the flows.
  • Built-in analytics available to you, even if your assistant is published on a third party site, such dealers or retailers.

The TREK Case

Guided selling for Bike Manufactures: TREK

TREK achieved a 2x conversion rate for the users of their online guided selling solution. Dean Gore, VP Marketing at TREK, about their challenge before implementing guided selling:

We needed an intuitive way to help shoppers without a wide range of experience find the bike that was most appropriate for their needs. We have a large product offering and needed a digital solution that could help our website visitors easily navigate what’s available based on why they’re interested in a bike.”

The bicycle industry is expected to grow $10,5B by 2024 (Global Bicycle Market, 2020). Are you prepared to best serve this growing market?

As a specialty brand manufacturer, TREK found that many of its customers – particularly novice cyclists – were struggling to choose bicycles from its vast array of options. And this confusion was standing in the way of the company’s E-commerce potential.

Now, with their own Bike Finder in place (built with Zoovu's Solution), TREK’s customers are finding it easier than ever to choose their perfect bicycles. Confusion is down, and conversions are up!

Learn how TREK was able to grow online sales:

Check the live version in TREK's site

GUIDED SELLING: KEY FEATURES

Customer Experience

If customers are disappointed by a search of filtering function, 80% will leave the website. Providing a great customer experience and creating personalized customer journeys is more important than ever to stay competitive in your market.

Digital assistants can support the customer experience by:

  • Engaging in a dialog, listening to the customer before making recommendations
  • Creating a frictionless interaction, even for inexperienced customers
  • Ensuring that customer is confident to have made the best possible choice
  • Offering a consistent branding and service, across many channels, even third party sites
  • Offering new insights on customer needs and behavior.

Experience flow

Digitalize the best sales knowledge and experience into an effective flow that can be continuously improved by automated AB testing and AI-based suggestions.. You know your customers the best, use available knowledge, combine it with latest technology to be inspiring, answering client needs and making the competitive edge. 

Offer your distribution partners the finished version, so they can better support your end customers, without forgetting important benefits or features. First train the tool. Then let your tool be the trainer of your third party sales employees! 

Support product search and education

Even if your customers don't make their final bike purchase online, providing them with a personalized search experience will give the customers all the data to make their purchasing decision. This online experience will make your brand and products also stand out offline among competitors, as customers have already been properly educated in your online channel about the features and benefits, and have gotten to know your brand. 

Buying decisions often happen online before a person ever walks through a retailer’s door. Brands need to provide the right product information and digital solutions that help customers make these decisions online.

Dean Gore, VP Marketing at Trek

Cross-Selling

An ideal combination of a Digital Assistant is Cross-selling. To increase your revenue and margin it is essential to as you recommend customers with related or complimentary products. You can use recommendations within your Guided search, just like in your regular webshop. But in the Guided selling process, you will know more about the customer so you can make better recommendations and offer them at the exact right moment. After this you can load the cart page with all products already added. 

Chatbots

One of the key benefits of a Digital Assistant is the 24/7 availability. If you also want to offer the most effective support for all users in every part of there journey, make sure that your guided selling tool also offers a chatbot capability. 

A visual assistant (like the one used by TREK, see video above) will guide your customer through the whole process form A-Z. But sometimes your customer has 1 very specific question, e.g on a product detail page or in the cart. At this point a bot can be the most efficient, frictionless way to support the customer with the right answer.  

    Digital Assistant

    Our Partner

    SQLI OFFERS

    Find the right implementation partner

    We help your organization to successfully adopt a Digital Experience throughout your business. Digital at heart, we help build, continue and evolve your business digitally from strategy to execution. Scalable to grow, fast and secure. You’ll find in us a long-term reliable partner that focuses on your digital success. We always deliver.

    As a partner to implement your Digital Assistant, we can:

    • Setup a light version of your digital assistant as a quick Proof of Concept and experience it for yourself!
    • Help to configure the initial conversation flows and continuously improve them
    • Set up all integrations needed to keep the data inside the guided selling solution always up to date and enrich your other systems with the data and insights coming from it.
    • Adapt your internal data models, solution landscape and process flows where needed.
    • Define and rollout a digital strategy and roadmap where your digital assistant fits in naturally with all other backend and frontend systems, making the whole better than the sum of its parts.

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