Giving a beloved brand the online presence it deserves.
Schwinn has been making bicycles to fit all sorts of riders and lifestyles for over 100 years. The bike-maker, a division of Cycling Sports Group (CSG), sought to reinforce Schwinn’s statement of quality and heritage, reminding consumers of its long and proud history though a modern, engaging website.
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"The new website ... reflected the essence of what Schwinn is without forgetting what Schwinn was and where Schwinn came from."
Schwinn required a refresh of its web presence that reflected modern tastes in an effort to shake their consumer perception as an older and less relevant brand. We were charged with forging a solution that satisfied the company’s dual needs of supporting mass-market and specialty store sales channels. Our collaborative research found that consumers had an admiration of the classic Schwinn brand and proud heritage, but needed to make a connection to contemporary styles. Schwinn also needed to unify its online presence, rather than driving consumers to multiple destinations that individually did not fulfill consumer needs.
Ai made use of big, impactful lifestyle imagery, combined with classical but hip branding elements, to help reposition this classic brand as a premier bicycle company. The multiple online destinations were also unified and deepened, encouraging consumers to engage with the branded online tools that help riders find the perfect Schwinn bike.
Intuitive, seamless and easy-to-use
The Schwinn site was built on the Magento ecommerce platform to manage its product catalog and content pages. The site includes content managed pages within Magento’s CMS, and an updated skin for its vBulletin Forum, which modernizes the layout. The site launched as a catalog and promotional vehicle, but was built with ecommerce software so it can easily evolve into a retail destination in a future phase. Ai also worked with CSG to port its other bike websites, including GT, Mongoose and Cannondale, onto the Magento platform.
The new Schwinnbikes.com does a great job representing our core values and showcasing products to consumers.”
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