Case Study: Performance Bike

Performance Bike, the nation's largest mail order and retail supplier of bicycle parts and accessories, is liQuidprint's most full featured e-commerce site. You can browse this site for ideas on how to automate the sales/fulfillment process; how to promote and merchandise on the Web; or how to build up a community of online buyers. The folks at Performance have a website that does all these things and more.

Originally, Performance just wanted help with making money on the Internet.

Our first efforts resulted in increasing the number of daily hits from an average of 500 to an average of 5,000! Naturally sales went up, too, creating a happy crisis in the order fulfillment process. Next, we concentrated on helping automate their business processes by building a bridge between their AS/400 and their website.

For example, previously they had to make price changes and stock availability updates manually. Now they can easily maintain the data on the site. As a result of this capability, Performance marketers can now concentrate their efforts on merchandising and promotions.

In the most recent revision, we improved the site in a number of ways. We updated all the product pictures. We improved site navigation, reducing the average click rate from 12 clicks to 4 to reach a product sale. And we added new site features to build a community of users to encourage repeat visits, features like bike classifieds, express ordering, and a wish list function. Here are some site highlights: Team Performance - A subscription-based frequent buying club where members earn discounts online and at retail stores. Team members get exclusive special deals, a quarterly newsletter, Performance tips, and access to the members only section of the Web page. A good merchandising technique that also builds traffic.

Tech Support - A content rich section featuring Frequently Asked Questions (FAQ's), tips on biking, online manuals of instruction on bike set-up and repair. A great way to demonstrate to demanding customers Performance's commitment to quality.

Bike Classifieds - A recent addition that allows visitors to find or sell bicycles, parts, and accessories within the greater community of biking enthusiasts around the country.

Wish List - For the biker's clueless friend, this gift registry sends specific information about the biker's wish list so they can order intelligently right off the site. What a great idea for extending on line ordering!

Retail stores - A listing of stores by state which provides hours of operation, a map to their location and a listing off all the current specials available. A good example of cross channeling marketing support.

Subscribe - This page asks visitors to sign up for an e-mail notification of online and retail store specials as well as breaking news. Note how they promise not to misuse your e-mail address.

Visit http://www.performancebike.com