Ben’s Cycle Propels Retail Business Forward with New Integrated eCommerce Site and Unified Commerce Technology from UniteU®

Ben’s Cycle

“Being able to provide sophisticated services like buy online pickup in-store for our local customer base, along with our standard e-commerce shipping services, has elevated our service-level…” Drew Tripplet, E-commerce Manager Ben’s Cycle

The Ben’s Cycle story began in 1928, when founder Ben Hanoski recognized the need for a place to find specialized, hard-to-find, quality bike parts—a key differentiator that continues to make the retailer a go-to source for cycling enthusiasts. Vince Hanoski, Ben’s grandson, has guided the business into the digital era. This year they made major strides forward by overlaying powerful new unified commerce technologies from UniteU to connect the dots between their existing systems, and to launch a new, fully-integrated e-commerce site. The results have been dramatic, not only enhancing customer experience, but streamlining operations and their business across in-store and digital channels.

Just as in the beginning, the team ensures the vast inventory is made available at competitive prices, including the American-made brand Milwaukee Bike Co., manufactured right in Milwaukee where the retailer is based. The mountainous inventory of parts, accessories and complete bikes, along with the desire to allow customers to completely customize specific bikes and parts online, presented a challenging amount of data complexity. Not only do the unique attributes and specifications for a dizzying amount of products require normalization for presentation on digital channels, but it’s also necessary to update that information dynamically across multiple technologies.

The e-commerce technology used by Vince’s team previously had no interaction between inventory sources or reconciliation…

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