Evans Cycles social business case study


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Evans are the UK’s largest specialist cycle retailer. In order to achieve their social business goals they have set up programmes for customers and employees.

One of these programmes includes “Ride it and Rate it”, a consumer review programme that allows staff to assist customers to make better choices about their purchases.

They also launched the "Ride It" blog, a space for staff to share their passion for cycling through social content.

Read this case study to discover how Evans have become a well-rounded social business.

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Evans Cycles social business case study

  2. 2. •  UK’s largest specialist cycle retailer •  Founded in 1921 •  Currently employing over 1,000 employees •  Turnover of over £75 million •  46 stores throughout UK •  No social media activity prior to June 2010 •  Social commerce key sales channel since 2010WWW.BLOOMSOCIALBUSINESS.COM
  3. 3. Evans Cycles social business aimsWhat does Evans Cycles want to achieve? Allowing customers Getting customers Being open to to make bettermore involved in the feedback with purchasing and product transparent reviews maintenance choices Demonstrate Foster customers’ employees passion passion for cycling for cycling WWW.BLOOMSOCIALBUSINESS.COM
  4. 4. Social business programmesHow are departments across the organisation involved in the programme? “Ride it and Rate it” MARKETING •  Consumer review programme HR SALES •  Assist customers to make better choices about their purchases •  Invites positive and negative feedback on a public forum •  On-site consumer reviews, PRODUCT shared through social B2B SALES PLANNING channels •  Core focus of the brand’s blog content strategy CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  5. 5. Social business programmesHow are departments across the organisation involved in the programme? MARKETING Social customer service •  @askevanscycles dedicated customer HR SALES service Twitter account •  Implemented social media engagement tool to manage workflow and collaborate between teams PRODUCT •  Customer service staff B2B SALES PLANNING trained in social media engagement CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  6. 6. Social business programmesHow are departments across the organisation involved in the programme? Staff riders MARKETING •  Evans Cycles staff sharing their passion for cycling HR SALES through social content •  Requirement for all staff to have a passion for cycling •  Blog posts on the “Ride It” blog •  Staff members’ cycling PRODUCT activity monitored and B2B SALES PLANNING shared via Strava •  Staff tips videos shared via YouTube CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  7. 7. Social business programmesHow are departments across the organisation involved in the programme? Social customer insight MARKETING •  Internal stakeholder research •  Customer-led approach, to HR SALES understand how Evans Cycles can be useful to their customers •  Asking customers what they want and need •  Analyse customer Q&As to inform product copy PRODUCT B2B SALES •  Analyse engagement rates PLANNING to optimise posting frequency and content/ CUSTOMER sales messaging balance SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  8. 8. Organisational culture and approachWhat values and approach did Evans Cycles need to adopt to make it happen? Shared business goals •  Defined first what social media means to the business Flexibility •  Instilled a test and learn culture to understand what works (or doesn’t) with their audience Openness •  Open to share positive and negative feedback from customers Meaning •  Staff are encouraged to share their passion for cycling, and celebrate customer passion Customer-centric •  Consumer insights key in understanding how Evans Cycles can offer value and be useful to customers WWW.BLOOMSOCIALBUSINESS.COM
  9. 9. “Our view is that anything that lets consumers make a better choice about products - be it blogs, Facebook,reviews on retailers sites, whatever the next big thing isetc - is a good thing. And it will only move more in this direction as more consumers turn to their networksand search to make better purchasing decisions. Thats why our efforts in blogging focus on getting real customers to review products through our Ride it and rate it programme”   Will Lockie, Evans Cycles WWW.BLOOMSOCIALBUSINESS.COM
  10. 10. References" Christer Holloman The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery" Actionly Social Story: Evans Cycles shares how to engage with customers online"   Business 2 Community Revisiting the Cliché, “The Customer Is Always Right”"   Useful Social Media The power of social reviews: it’s good to share WWW.BLOOMSOCIALBUSINESS.COM