Ribble Cycles, a brand boasting a rich 130-year history, stands as a beacon of innovation in the cycling world. The brand has not only pioneered the development of modern bicycles but has also gracefully surfed the wave of the digital age.
Their pioneering spirit in embracing eCommerce, while never wavering from their core brand values, has kept them at the forefront of digital innovation in an era that’s seen many legacy brands struggle.
But how did they do it?
On this episode of the eCommerce Toolbox: Expert Perspectives podcast, host Kailin Noivo delves deep into the digital strategies of Ribble Cycles with the maestro behind the scene, Chief Digital Officer – Matthew Lawson.
The enlightening conversation unfolds the mysteries of maintaining brand personality while prospering digitally, emphasizing the alignment of business strategies with intrinsic brand values.
Nurturing Talent and Embracing Change
It all starts with people, of course.
Matthew’s proficiency in post-startup companies is evident in how he prioritizes team-building. He believes in the power of grassroots talent, enabling passionate individuals to make a difference aligned with the brand’s vision.
For Matthew, the thrill lies in adapting to change and ensuring a continuous growth course for every business he’s associated with.
The advice is simple: be like Matthew!
Retaining Brand Essence Amidst Digital Shift
Digital has been around for quite some years already. But the 2020 pandemic propelled businesses online like never before. Unfortunately, many got lost in the digital maze.
However, Matthew’s advice is gold – stay rooted in your brand’s core values.
In an era where tools and platforms are accessible to all, it’s the uniqueness of your brand that can carve out a niche in the saturated online market.
Don’t lose what makes your brand unique; ensure it shines through your digital strategy.
Mastering Digital Channels and In-house Operations
Here’s another golden insight from Matthew Lawson:
Rather than outsourcing, handle crucial operations internally to stay closely connected to the pulse of the business.
For example, by maintaining control over digital avenues like Google and Facebook, Ribble Cycles ensures a steady connection with its customer base.
Next, spearhead website development, enhancing the online shopping journey to boost eCommerce performance. Using data-driven insights ensures an optimal mix between digital channel investments for visibility and refining strategies for increased conversion rates and sales.
This holistic approach, where digital marketing and technology seamlessly integrate, fosters innovations that resonate with the brand’s ethos.
Harnessing Data for Precise Targeting
In today’s online world, everyone’s trying to grow on big sites like Meta, TikTok, and Google.
But with so many people joining in and new rules popping up, it’s not always easy. That’s where Matthew and his team come in. They use smart tech, data, and AI-driven algorithms to find the right people who’ll love what you offer, not just those who click on everything.
And guess what? They share their findings with the big sites, ensuring more impactful traffic and making ads work even better.
No Silver Bullets, Only Continuous Improvement
This might work in tales with werewolves. However, in the real world of eCommerce, there’s no magical “silver bullet” that guarantees instant success.
But guess what? Real growth is like nurturing a plant — it thrives with consistent care and attention. It’s all about making small improvements everywhere, from your operations to the way you interact with your customers.
So don’t look for a magical solution and don’t pin all your hopes on one shiny new tool. The real secret sauce is fine-tuning what you do, thinking outside the box, and always aiming to make your customers’ journey a little brighter.
Embrace the adventure of constant learning and improvement. It’s not just a strategy but a journey filled with rewards.
Listen to the Full Episode Below!
Listen to this episode of The eCommerce Toolbox: Expert Perspectives with Matthew Lawson to learn how legacy brands can effectively drive their digital performance.
👉 Apple: https://apple.co/3QAmqsG
👉 Spotify: https://spoti.fi/3s8PjSp
Matthew has extensive experience in eCommerce, having worked for 16 years in various senior roles at A.O.com and LoveHolidays.com. He has also provided consulting services for start-up, SaaS, and agency businesses. Matthew’s passion is to disrupt, innovate, engage, and drive growth and profitability.
As the CDO of Ribble Cycles, he has played a key role in designing and transforming the company’s eCommerce and omnichannel strategy, which has won awards and future-proofed the business’s retail legacy as one of the oldest bike brands in the world.