BRANDS
This back-end integration means you have a single stock and knowledge source for the B2B platform and the to-consumer B2C site? CW: Exactly, and this source feeds everything so our whole network is consistent.
Which bits of the technology which support Restrap online are outsourced to an agency, and which bits are done in-house? AD: All of the design work, basic back-end development and website administration is done in-house. The thing we outsource is our advanced back-end development which is managed by our long-term friend Tom at Catalogue. Any changes that happen come from our weekly meetings, where we discuss the important issues across both B2B and B2C sites. Ultimately, the biggest kind of purchase friction you’ll
receive is not being able to find the information you’re looking for. We’re focused on surfacing the right information, in the right place, at the right time - making it easy and effortless to navigate through the customer journey. The consumer-facing website is our information centre.
If you’re a potential customer looking for answers, you can then click through, find answers, and make your purchase - nice and easy. If you are a shop or a distributor, you also know where
you’re looking for detailed, consistent, accurate product descriptions and any other Restrap knowledge.
34 | November 2024
In comparison, our trade website is very stripped back. This is more of an internal system that connects
directly with our ERP. All of our orders and our manufacturing contracts, everything trade-related is coming through one system - so that benefits from being a lot simpler in the way it’s displaying information sent to the dealers and the trade distributors - product descriptions with multiple images and the like. Critically, on the B2B, ordering is done with product codes, and the products are displayed with a very simple description.
Where the to-consumer site functions so effectively, there’s a big element of helping retailers self-educate and self-serve here as well. CW: Agreed.
Your D2C site does a great job of showcasing Restrap - looking beautiful whilst telling the brand story - and enabling an effortless sales conversion. CW: That’s the goal. In addition to looking beautiful, whether a customer
is a member of the public, in the retail trade, or a distributor, we also need to make sure that critical information is easy to find. The more we surface that knowledge - making it easy to find - the more we’re going to sell.
www.bikebiz.com
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