Luminos Labs and Episerver help Jenson USA increase conversion, improve the customer experience, and decrease customer service calls.


Jenson USA is one of the original online bike shops and has been selling complete bikes, bicycle parts, and accessories on the internet since 1996.

When they initially came to Luminos Labs, Jenson USA had been growing by 25% during the previous three years. Their goal was to re-platform their existing Digital Commerce site on a platform that could support an accelerated growth trajectory, improve the customer experience, and handle more overall conversions.

Other objectives included personalization, better product recommendations, improved path-to-purchase, and “buy now” buttons on category pages. Jenson also needed to improve their content management process with a user-friendly interface capable of handling a vast, complicated catalog of products and categories.

In addition to many other integration requirements, this project also required Luminos Labs to integrate Episerver with CommercialWare CWDirect and Dynamics 365 for Operations / AX7 because of a separate and parallel initiative to replace Jenson’s ERP.


For this initiative, Luminos Labs was selected to redesign and re-platform the Jenson USA e-commerce presence on the Episerver platform, based our richly detailed proposal and reputation as the premier Episerver Commerce implementation partner.

Our recommended approach included:

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

Throughout the project, our team delivered by following Luminos Labs’ red to green methodology as well as an Agile, bi-monthly release schedule with daily, continuous integration. Over the project lifecycle, we implemented dozens of features including, but not limited to:

  • Customer ratings & review
  • Price match request
  • Save for later
  • Faceted search
  • E-gift Cards
  • Bloomreach API
  • Responsive design
  • A/B Testing
  • Personalization
  • Retargeting integration
  • Dynamic metaclasses and fields
  • Load balancing

Technical Integrations

  • Adroll
  • Affirm
  • BloomReach (Organic and Search)
  • Cayan
  • Chase Paymentech (Payment Gateway)
  • Cloudflare CDN
  • CWDirect (Oracle)
  • Dynamic Image Resizer
  • Elastic Search
  • ERP
  • Dynamics D365 for
  • Finance and Operations
  • Google Tag Manager (Managing Vendors Tags)
  • Image Resizer (Image Optimization)
  • MerchantAdvantage (Products Feeds Platform)
  • MS Dynamics 365
  • Nanorep
  • PayPal (Payment Gateway)
  • PayPal Express
  • Riskified (Fraud detection)
  • Sharepoint
  • TurnTo (Products Q&A and Ratings/Reviews)


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.

As a result of improvements to the overall customer experience, Jenson USA has seen lift across many business-critical metrics including:

  • Increased conversion
  • Improved page performance
  • Decreased customer support calls

This site can be viewed live at