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Digital transformation at an original online bike store

Hero image for the Jenson Luminos Labs story

Digital transformation at an original online bike store

Everywhere you look, organizations are achieving incredible results while avoiding disruption through digital transformation. When it comes to retail, the pivot to digital commerce is ‘ride or die’. But one bike shop left that challenge in the dust years ago.

Jenson USA has been selling bikes, parts, and accessories on the web since 1996. This fact makes them one of the original, online bike stores. They’ve come a long way since then, but what hasn’t changed is their mission: Inspiring people to ride, experience, and explore. They recently decided to embark on a multi-phased, ongoing digital transformation in support of that mission.

Digital Transformation isn't easy. Jenson USA Logo over a man riding a mountain bikeWhen they came to Luminos Labs, Jenson USA had been growing at a rate of 25% for the previous three years. Their goal was to re-platform jensonusa.com, their existing site, on a platform that could support accelerated growth, improve the customer experience, and update their approach to managing a massive catalog of unique and complicated products across dozens of categories.

Other objectives included personalization, better product recommendations, improved path-to-purchase, and buy now buttons on category pages.

Luminos Labs integrated Episerver with a total of 15 unique systems for this engagement. This included integration with CommercialWare CWDirect and preparing Episerver to integrate with Dynamics 365 for Operations / AX7. This second integration preparation is necessary because Jenson is engaged in a parallel initiative to replace their ERP.

Building a team for digital transformation

Having been in the e-commerce business, Jenson USA had a lot of the necessary resources for this new phase in their evolution in-house. However, while choosing a new commerce platform they made the decision to onboard a digital commerce solution partner to work collaboratively with their team on design and build.

Luminos Labs was selected to redesign and re-platform the Jenson USA e-commerce presence on the Episerver platform, based on our richly detailed proposal and reputation as the premier Episerver Commerce implementation partner. Jenson selected Episerver because of their depth of features, ability to grow with Jenson, and their positioning on the Garner magic quadrant.

Luminos provided strategy, design, build, and deploy for this project, across the following phases:

  • Strategic discovery
  • Requirements gathering
  • Systems architecture
  • Experience design
  • Implementation
  • Product migration
  • Deployment
  • Post-deployment support

Luminos Labs successfully created a user-friendly, custom internal workflow, allowing Jenson to manage their catalog of over thirty-thousand SKUs and dozens of product categories with ease and efficiency.

Looking towards the future, Jenson is excited to leverage advanced Episerver features to continue improving their digital commerce customer experience to include more substantive updates to the UX and the use of content targeting and personalization features to deliver the right content to the right customer at the right time.

For more information on this project, please visit our website. If you are looking for bikes, or bike parts and accessories, the new Jenson site can be viewed live at jensonusa.com. If you’d like more information on partnering with Luminos Labs to transform your Digital Commerce presence, please contact us. There is no cost or commitment for an initial consultation and we’d love to hear from you!

 

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