Serving consumers, bike shops, and original equipment manufacturers (OEMs) in the cycling industry, CeramicSpeed is a leading manufacturer of premium quality bicycle parts, all handbuilt in Denmark. It all began in 1998 when Jacob Csizmadia broke a world record for 24-hour in-line skating while wearing skates built with ceramic ball bearings – which he later introduced to cycling in 2001.
Today, still driven by a steadfast ambition to change the world of competitive cycling, CeramicSpeed distributes to over 50 countries and houses teams across Europe, Asia, and America thanks to the help of Shopify.
Since moving to Shopify, in just eight months CeramicSpeed has seen:
- Average B2C Order Value (AOV) increased by 29%
- B2C Conversion rate increased by 33%
- 5% speed improvement for B2B sales order placement
Challenge
CeramicSpeed needed a platform that would fulfil both their B2C and B2B needs. The way in which B2C and B2B customers shop is inherently different. Individual customers have the option to shop by type of terrain, while manufacturers typically search for products by Stock Keeping Unit (SKU) number. The business recognised a need to upgrade its B2B product browsing function, to give those who immediately know what they’re looking for a super swift service.
Most of the business’s development budget was spent on keeping their previous platform alive and running, but this was clunky and required a plug-in. And despite being a custom solution, the team ran into problems with stability which could not be solved without regular technical support. CeramicSpeed turned to Shopify to help them meet their needs, particularly serving B2B customers.
Solution
The new website benefits from various plug and play integrations, including an integration between their email service provider (ESP) and the website, which had been costly on their previous platform. It was then a delight to the business to learn that Shopify has an integrated solution with Klaviyo, a customer relationship management (CRM) platform.
Regular customers can now save their credit card details for next time they visit the site, enabling even quicker purchases in the future. The business is also exploring a subscription service through Shopify’s subscription functionality which will be available to its B2C customers, a benefit to those who regularly shop on the site for repeat items.
In the US, our sales reps drive to different bike shops in America, and one feature we could not live without is the Shopify app. It’s a back-end user app where sales reps can log in on their phone and easily place orders on behalf of customers whilst on the road.
Results
CeramicSpeed now sports a website that is always up to date with a clean, innovative roadmap where new features are developed constantly – meaning the business is able to proactively provide better services to their customers.
In just eight months, the business noticed a dramatic improvement, with conversion rates up by a third on B2C, while a new B2B Sales Rep update lets travelling sales reps place orders for stores 5% faster, providing both CeramicSpeed and business owners with a much smoother, efficient checkout service. The website has also seen on average a 29% uplift in B2C orders.
