Schwinn

Strategic Discovery

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.

Execution

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.

• +40^%
  Unique visitors
• +21^%
  Page views per visit
• -87^%
  Bounce rate