BRANDS WE’VE BUILT
BIKEBANDIT.COM
OBJECTIVE
Develop a clear growth strategy to return the company to its historically high growth rates.
READY.
SITUATION
Since its launch, BikeBandit.com had experienced double digit growth; however, in recent years revenue began to flatten. Compounding the challenge, the Bike Bandit team did not have a good understanding of customer behavior from a new customer acquisition, repeat purchase or a powersports parts category perspective. They also did not have a formal marketing plan in place to drive future growth.
AIM.
SOLUTION
Conducted deep “big data” analysis of the Bike Bandit customer database to understand behavioral patterns that could drive future marketing objectives and strategies.
Uncovered several critical behavioral trends that highlighted structural revenue model issues that drove marketing plan development.
Based on behavioral insights, developed a marketing plan to help turn around new customer acquisition and repurchase rates. Also developed plans to capitalize on key learnings regarding powersports parts category purchase behavior.
Developed customer economic model including customer lifetime value and acquisition cost targets to improve the organization’s ability to evaluate the ROI of key marketing activities.
Helped restructure marketing team to better align skill sets with overall marketing and business objectives.
Provided interim marketing leadership support to ensure the plan was executed with excellence and provided mentoring support to incumbent marketing manager.
EXECUTE.
RESULT
Turned around new customer acquisition trends and repurchase and retention rates, and returned the organization to topline growth.
HAPPY CLIENTS…
The BottomLine Marketing team delivered expert strategic planning and executional support in several critical areas including gaining a deep understanding of BikeBandit.com’s customer behavior patterns, developing a comprehensive and measurable marketing plan and recommendations for restructuring our marketing team. I highly recommend them to any organization that needs to improve the effectiveness and efficiency of their marketing activities.
Ken Wahlster / Founder, BikeBandit.com
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