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Web Vitality, Federation House,
2 Federation Street, Manchester, M4 4BF

Ridelow. Case Study

Ridelow are one of Manchester's favourite and longest established alternative stores who operate from a large city centre property on Church Street in the heart of Manchester's Northern Quarter. Their city centre store prides itself on sourcing products in line with current demands as well as being the first business in the UK to import lowrider cruiser bikes which has resulted in a demand from TV and film companies.

Having worked with them since 2015 we are excited to showcase their new eCommerce store that ecompasses all of the best features of their brand.

Northern Quarter At The Heart

To ensure their urban Northern Quarter identity was carried through onto their website whilst still providing an excellent customer journey we decided to include images of the store and a lot of other urban lifestyle images to really bring out this side of the brand. Coupled with urban style typography and cleverly selected colour scheme we achieved this beautifully.

Stock Reliability

Having built up some amazing relationships with some of the biking worlds top brands it was important to the client that they displayed up to date stock levels. Working with lots of different suppliers and APIs we ended up building custom integrations for each of their suppliers so that the customer journey was not stopped because of incorrect stock.

Conversion Goals

The site needed to answer as many questions as possible so people felt they were making an informed decision and choosing the right bike for them. Working with the client we brainstormed and produced various bespoke features to help with this like their bike sizing calculator that sits on its own page as well as individual product pages and is specific to each product in question.

Northern Quarter Tradition

A more risky decision here but Manchester's Northern Quarter is known for its independent retailers and visitors who like a bargain. Carrying this tradition onto the site was going to be a challenge. We would love to take credit for the idea but the Ridelow lads decided that they wanted to break with the eCommerce norm and allow their site visitors to be able to haggle as they would in store. From there on it was simple. We added a “Make Us an Offer” button to product pages.

Social Followers

Being the cool brand that they are, a lot of the Ridelow target market are big on social media. Wanting to capitalise on this and Instagram specifically we designed, coded and installed an animated instagram section for the home page that highlights images from the Instagram account grabbing the visitors attention right away and encourages them to go and follow.

Promotional Enhancements

Out of the box, Magento offers unrivaled options for various promotions that the store runs. We've also built on this to extend this functionality to offer promotional banners that run site wide across the top of the store as well as editable navigation product image promotions.

eCommerce Partnership

We love working with local businesses on new and old projects. Ridelow are a great client, they have a clear vision of what they want to achieve now and in the future and we are glad to be an extended part of their eCommerce team being a valued customer of ours who we work with on a retained basis making improvements, adding stock and anything else they want us to do. We have grown our business by helping them grow theirs.

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