After struggling for years with its previous eCommerce platform and tech stack, Brompton sought a new platform that offered flexibility and the ability to scale as the company grows and its priorities shift.
“Our old system arguably could have been called composable, but it wasn’t purpose-built that way,” said Oliver Boardman, IT and digital director at Brompton. “The components didn’t work together well, and we didn’t have nearly as much flexibility as we needed. BigCommerce showed us that they could provide a true composable platform capable of scaling with us and our customers.”
The bicycle purchasing journey includes both online and offline touches. Customers shop around to compare different models, specifications, availability and prices, but they also want to ride different models before making a decision.
“The bike purchase is very omnichannel,” said Boardman. “We’ve recently launched a 28-day satisfaction guarantee in the UK and offer a bike hire program where people can rent a bike and try it out for a while before deciding to buy one. With our new composable site, we know we’ll be able to add that to our current website and provide a seamless experience for our customers in the future.”
Brompton wanted the flexibility to support storefronts in different markets as eCommerce expands rapidly beyond the UK. Additional functionality such as click-and-collect and improved analytics are key to increasing direct-to-consumer sales, which the company expects to comprise 50 per cent of its business in the next few years. Reaching that target for a carefully considered purchase like a Brompton requires in-depth understanding of the customer journey and an ability to personalise it appropriately.
Built on BigCommerce, the new commerce site leverages multiple BigCommerce partners for a composable commerce site. Global market-leading front-end solution Vue Storefront powers the front-end. eCommerce experience provider Bloomreach serves as Brompton’s CMS, driving AI-powered personalisation across the site. Search capabilities from Algolia sit on top of Bromptom’s Cin7 inventory management system, which effectively functions as its ERP.
Brompton’s BigCommerce sites currently support sales in the UK and US, and the company plans to expand into additional European markets soon.
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