Reinventing the Customer Experience to Capture Market Opportunity
Maintaining a competitive edge with streamlined eCommerce and a new ship-to-store capability
A top powersports manufacturer — well known for its industry-leading ATVs (all-terrain-vehicles), snowmobiles and motorcycles — has a rapidly growing eCommerce business focused on selling parts, garments and accessories (PG&A). To maintain its competitive edge, the eCommerce team partnered with Nerdery to reinvent its omni-channel customer experience and generate additional value for its dealer network by launching a ship-to-store capability.
“The Nerdery team felt like an extension of our own as we developed solutions following a true, collaborative process. By getting to the heart of our customer experience, they helped us stand up Ship-to-Store in less than five months, and we’re seeing success already with PG&A sales steadily increasing.”
— Director, E-commerce
Paving the Way for Efficiency and Growth
Ship-to-store system off the ground in less than five months
Increased dealer eCommerce revenue
Cut delivery times for customers by more than half
Striking the right balance between channel partners and channel competitors has become increasingly difficult as manufacturers expand their eCommerce capabilities.
Build customer loyalty & deepen dealer-network relationships
The company saw this expansion as an opportunity to build customer loyalty and deepen its dealer-network relationships if it could create an industry-best eCcommerce experience and add a ship-to-store capability.
Consistent, more efficient online shopping experience
Additionally, they recognized the need for a consistent, more efficient online shopping experience, as customers have come to expect with Amazon-like service.
Improve the eCommerce fulfillment experience
They engaged Nerdery to improve the eCommerce fulfillment experience, not just for customers, but also for warehouse and call center employees and front-line workers at dealerships — removing friction at critical moments throughout the eCommerce ecosystem.
Strategy & Solution
To bring this improved customer experience to life Nerdery:
Created a service design blueprint and execution strategy to launch the ship-to-store capability
Streamlined customer communications by redesigning email templates and cadences to reduce confusion and increase response rates to actionable requests
Designed a user interface (UI) for the eCommerce checkout experience to allow for rapid testing of ship-to-store pilots
Worked with leaders across the department to prepare a strategic roadmap for the future
Nerdery leveraged service design principles and customer-centric thinking to make end-to-end improvements and worked collaboratively across enterprise
teams to scale improvements
throughout the eCommerce
Nerdery conducted an objective experiential audit of the existing eCommerce customer experience for ship-to-home purchases, eBay purchases and returns.
We then mapped the customer journey and made strategic recommendations for each stage of the three experiences.
Finally, we designed the new ship-to-store functionality to seamlessly fit within the existing ecosystem.
Comprehensive Experience Analysis
Pressure tested every element of the eCommerce experience, mimicking all types of use cases
Strategically prioritized a plan that would help build out the foundation of eCommerce work for the next year
Scalable Product Design
Designed a pilotable interface for seamless testing in selective markets while the site was live
End-to-End Service Design
Designed the end-to-end ship-to-store capabilities from scratch, orchestrating warehouses across the country, local dealers and cross-functional teams