Foldable Bicycle Pioneer Brompton Future-Proofs Business with New Composable Ecommerce Site on BigCommerce
January 24 2024 - 7:00AM
Business Wire
MACH Alliance structure and BigCommerce partner
ecosystem gave Brompton confidence in composable approach after
struggling with previous platform
BigCommerce (Nasdaq: BIGC), a leading Open SaaS ecommerce
platform for fast-growing and established B2C and B2B brands, today
announced the launch of Brompton, the foldable bicycle company, on
the BigCommerce platform.
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% 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. E-commerce experience provider Bloomreach serves as
Brompton’s CMS, driving AI-powered personalization across the site.
Search capabilities from Algolia sit on top of Bromptom’s Cin7
inventory management system, which effectively functions as its
ERP.
“Our previous system had a variety of pieces that didn’t work
well together, so the idea of taking a composable commerce approach
required careful assessment,” Boardman said. “We took our time
confirming the various components would work well, and knowing that
BigCommerce was a member of the MACH Alliance gave us a lot of
confidence. Knowing we were following the MACH blueprint and that
the components were compatible was a huge factor, and BigCommerce
and its partners all came to the table early in the process to
identify potential barriers and explain how they would work
together to do what we needed.”
Brompton’s BigCommerce sites currently support sales in the UK
and US, and the company plans to expand into additional European
markets soon.
“Brompton has delivered a best-in-class customer experience
based on the foundations of a modern, composable technology stack
that creates new opportunities for innovation and speed to market,”
said Mark Adams, senior vice president and general manager of EMEA
at BigCommerce. “This demonstrates that companies of any size and
scale can benefit greatly from moving on from their legacy
technology platforms, but what matters most is that Brompton is now
empowered with the technology and tools to fire up the digital
experience creating more inspiration, more loyalty and more value
for their customers.”
"Brompton is an incredible example of the value composable
commerce can offer businesses," said Tjeerd Brenninkmeijer,
executive vice president of EMEA at Bloomreach. "They join a
growing list of companies taking a flexible, future-proof approach
to their e-commerce experience, and alongside our MACH Alliance
partners, we're pleased to help them bring AI-powered
personalization to life across their new site."
"Brompton is paving the way with their forward-thinking adoption
of composable commerce," remarked Patrick Friday, CEO of Vue
Storefront. "Their approach exemplifies the kind of innovative,
customer-centric strategy that Vue Storefront and our MACH Alliance
partners excel in supporting. Brompton's dedication to a flexible,
scalable and future-proof digital presence resonates with our
mission. We're proud to join forces with Brompton in this
Frontend-First transformation, leveraging our Frontend as a Service
technology and expertise to enhance their customer journey."
Brompton joins a growing group of cycling brands on the
BigCommerce platform, including Yeti Cycles, Cambiobike and Mango
Bikes.
About BigCommerce
BigCommerce (Nasdaq: BIGC) is a leading open
software-as-a-service (SaaS) ecommerce platform that empowers
brands and retailers of all sizes to build, innovate and grow their
businesses online. BigCommerce provides its customers sophisticated
enterprise-grade functionality, customization and performance with
simplicity and ease-of-use. Tens of thousands of B2C and B2B
companies across 150 countries and numerous industries use
BigCommerce to create beautiful, engaging online stores, including
Ben & Jerry’s, Coldwater Creek, Molton Brown, S.C. Johnson,
Skullcandy, Ted Baker and Vodafone. Headquartered in Austin,
BigCommerce has offices in London, Kyiv, San Francisco, and Sydney.
For more information, please visit www.bigcommerce.com or follow us
on Twitter, LinkedIn, Instagram and Facebook.
BigCommerce® is a registered trademark of BigCommerce Pty. Ltd.
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respective owners.
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version on businesswire.com: https://www.businesswire.com/news/home/20240124065291/en/
Brad Hem pr@bigcommerce.com
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