Wiggle rebrand: What the pros think
With the industry reporting yesterday that online giant Wiggle has rebranded, CyclingIndustry.News reached out to 4 Brand, Digital Marketing, and Ecommerce professionals, asking for their take on the new brand, and significant User Interface (UI) and User Experience (UX) based changes to the website, for both mobile and desktop users. Here we’ll also explore market conditions which drive such changes.
For readers in the IBD network, our experts share valuable insights which can be applied to the eComm elements of almost any retail businesses, irrespective of size or scale.
Ecomm is a fast adaption environment, where planned changes can be individually measured for impact and outcome. Learning from techniques applied by those with the biggest budgets can serve as a viable means to assess, apply, test, measure, and adjust – applying industry leading ideas to your own online retail business. With this in mind, let’s get stuck in…
John Readman
, Cyclist, Founder of Ride 25, BBC Retail expert and CEO of Modo25.com, which helps retailers make more money from their digital marketing, comments:
“I knew something was afoot with the two behemoths of online cycling and sporting goods when I received multiple messages, over the last two weeks, about my account data. Then I received several emails explaining the other emails, included a message that they weren’t closing down! So, there where clearly some communication challenges, and client confusion, regarding what they needed to do, or not do. These did look, to me, like automated system messages. I wonder how many people called in and what the cost of these poor messages actually was?
The new website of Europe’s number one online cycling store has changed considerably. The focus of the new site seems to be less on triathlon and more on access to sports kit for all. The imagery is of normal everyday people and less of honed athletes, making Wiggle feel like a safe place for the less experienced cyclist, swimmer and those new to fitness. I think this is a great step and will increase conversion from newer customers.
One practical point, if someone from Wiggle is reading this: You need to update the favicon (the little logo next to the URL in the SERP – (Search Engine Results Page). This is often missed in a website redesign and is a pet peeve of mine when it comes to brand consistency. Also, from an SEO point of view, the .co.uk is still ranking, but as part of the rebrand they have moved the UK site onto the .com – this is the best practice and right idea. But they need to get this re-indexed by Google. This probably also explains the favicon issue. Sorry my inner SEO geek is coming out!
The website is clean, easy to use and works well on mobile and all screen sizes, as you would expect from a new website these days. I particularly like the simple search function and clean categories. Whilst it looks nice, the site search performance isn’t great.
I did a search for a “Garmin mount” and it bought back Garmin pedals, devices and other random Garmin products. Nowadays, you’d expect better – a simple search plug-in will increase the user experience and make it easier and quicker for me to find what I want.
When I searched 11-32 cassettes – which they have many of in stock – it showed no products! What’s particularly annoying here; it’s a five-click process to find them!
To compound matters, the search function doesn’t remember previous searches – not good enough in today’s hyper competitive online retail environment.
Here, it’d be a step up if Wiggle had also enabled predictive search in the search box – like the Sigma Sports website. That said, Sigma Sports search box also used to be terrible, so needed a change. I now love their search function.
For a complex product (compatibility) based industry like cycling, this is absolutely key to conversion. When customers are looking for a specific part, any doubts = basket abandonment, and lost revenue.
From a price point of view, it still seems that Wiggle is leading on price and discount, which as a cyclist is good for us (I suppose). Less so for the wider industry which (understandably) can’t compete (on price) due to smaller volume and lower margins etc.
Taking a deeper dive into a product page shows that there is only basic content and limited information.
If I was in the market for a new bike, I’d like more images, videos, reviews, etc etc. I appreciate they have millions of products, but if I’m about to buy a new bike for £2k I want to see a video and several images. This element of the site is very limited. I would have to leave the site, and go to YouTube or other online sources to do more research about this bike – something that no online retailer should be (directly or indirectly) encouraging. More Wiggle hosted resources and information would keep me on site, helping me make the decision, and likely increasing conversion rates.
It looks like they haven’t switched back on or migrated their Google AdWords PPC in time, which I am sure will be costing them sales. I have done several searches and they are not showing in the Google shopping results! Again, this is my inner digital e-commerce and marketing geek coming out.
Overall, in summary, the site is clean, easy(ish) to use, and Wiggle is still leading on price.
A quick check confirms CRC seem to be using the exact same website, just with different colours and branding – they also have all the same above identified challenges. I do prefer the new Wiggle logo, images on the homepage and colour scheme, and feel that will do particularly well for them with new customers, helping them with their global expansion. I’d imagine this, plus having the same platform as CRC, must be the reasoning behind the major change. Overall – 7/10.”
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Mark Downie is Head of Brand development at ADVNTR Media Group (AMG). AMG helps transform business and brand presence – supporting brands when launching new products, enter new markets – building stronger relationship with customers. Of the rebrand, Mark comments:
“I’ll start by saying, we don’t know the brief and directive for the rebrand so while people can comment negatively on it, this theme would have been one of a number submitted and agonised over for many weeks by many people. We aren’t going to join the pile on.
So, with that said, we can put to one side for a moment the obvious things people have commented on:
- Why have they done it
- It’s not as recognisably Wiggle as it once was
- Other Stuff.
Constructively what does it achieve for Wiggle? Again with no visibility of corporate goals or narrative this is conjecture but we’ve been asked for some so here it is. We aren’t going to comment on technical elements – functionality is a different conversation.
The brand now looks more appealing to more people… it’s more mainstream. It looks like a bank or insurance provider and specifically the newer type that try to be your friend first, service provider second. It looks like an online pet retailer. It looks like somewhere you would direct mass consumer content to – and that for us makes us think that they are essentially trying to scoop up as many active lifestyle eyes as possible. Not a surprise, they need revenue like everyone else.
The home page is soft and uses contemporary colours – straight out of the “Big Agency Design 101” book. Nothing disruptive, just welcoming and easy on the eye. A softer logo and typefaces that are in fashion are all there, it’s very much brand design by numbers.
The telling things are the images chosen for launch and the emphasis on multisport and general activity.
This may be driven by their consumer data, or a play to own each of the sports types spaces by being a generalist. It gives strong Peloton user vibes whereas in the past it was more Strava. It’s promoting involvement more than achievement. It’s showing people that there are other things they might want to do with their time than the current sport they enjoy.
There is a strong emphasis on content with a prominent blog, podcast, reviews, buying guides and ‘how to’ articles indicating that they will use the new brand to help nurture new customers while trying to retain existing ones.
Maybe folks need to get that the average everyday person might prefer the feel of an active lifestyle over a die-hard enthusiast – maybe the emphasis on people and activity rather than kit and deals is confusing for people used to seeing 40% off ZIPP as the first thing on the page.”
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Stephen Rumbelow has held Head of Ecomm, Sales and Marketing Director, and CEO titles for global businesses, including a multinational which delivered sales worth over $1billion for global brands like Microsoft, HSBC and Expedia. He is the Founder of Zone Four, an AI-powered Content and Growth Marketing Consultancy. Sharing thoughts and insights, Stephen comments:
“I’ve been a customer of Wiggle for over a decade, and it’s always been my go-to place for cycling accessories and components – the best products at the best price, convenience and a great user experience. But I have no emotional attachment to the brand. It’s a transactional relationship, much like Amazon. Wiggle’s rebrand is a bold move in the right direction. My first impressions are positive – I like the contemporary style and more authentic imagery, and the user experience looks slick.
The real challenge lies in the execution, as creating an emotional connection with the brand can lead to increased customer loyalty, lifetime value, advocacy, and reduced price sensitivity, leading to increased profitability and long-term success.
The solution isn’t targeting the converted. Veteran sports enthusiasts are unlikely to switch from fashion labels to a sports specialist. For example, the iconic French brand Cafe du Cycliste and the cool, indie brand TIC-CC invest in their brand and content and have a vast following of loyal fans attracted to their brand values and who are unlikely to switch.
Wiggle’s opportunity to execute a successful rebrand lies in targeting and developing an emotional connection with the mainstream audience, enabling it to reach a larger, more diverse group of customers. Wiggle could adopt a “Peoples Champion” market position and tackle some societal issues holding back the mainstream from exercising, for example, helping women feel safe when running alone, helping people feel safe when cycling on the road, encouraging Pelotonians to get back on their bikes, or inspiring the 67% of overweight or obese adults in the UK to try exercising.
To achieve this, Wiggle could develop an effective content marketing strategy that provides engaging and relevant content, leveraging social media, user-generated content, and collaborating with authentic influencers. Successful content marketing campaigns in the outdoor sports industry include REI’s “Opt Outside” campaign, which encouraged people to spend time outdoors on Black Friday instead of shopping, and The North Face’s “Never Stop Exploring” campaign, which featured a series of short films featuring people pushing the limits of what’s possible outdoors.
In conclusion, Wiggle’s rebranding is a step in the right direction, and targeting the mainstream audience can lead to increased customer loyalty and profitability. But, the challenge lies in the execution. First, Wiggle must develop an emotional connection with its customers through an effective content marketing strategy that addresses societal issues and inspires customers to pursue an active lifestyle.”
Retail landscape: Drivers for change
Phillip Lucas is a 20-plus year cycling industry veteran with extensive experience relaunching and scaling brands on the global stage. As a consultant to brands he has directed and assisted clients across the full spectrum of business, from manufacturing through sales, including GTM strategy and execution.
Of the challenges seen across the retail landscape, and the brand and website changes Wiggle has made, Phillip says:
“It once seemed as if the B2C lead WiggleCRC had was unsurmountable. They grew to the point that shops as far away as the USA and Australia pivoted strategy. Shops didn’t just reduce inventory of products they couldn’t compete on; they ordered products from the UK juggernaut itself, often for conditions better than local distributors. WiggleCRC’s B2B sales were also on a par with many distributors – a real testament to how well they played their cards. It seemed that only the largest of brands now had the ability to consider continents separate markets. As we all questioned what would happen as the WiggleCRC merger came and later, Signa Sports United entered, the Wiggle brand name remained strong.
And then came Covid and Brexit. For EU buyers, the borderless internet suddenly had a very real, black-hole of channel shipping cross docks. In 2021, it was customs that swallowed packages, with Brexit progressing. WiggleCRC did well enough in this period, and the Signa Sports United (French Probikeshop, UK WiggleCRC, and DE fahrrad.de & Bikester in cycling) group’s German shops look to have hedged against the Brexit risk on the EU mainland, with Fahrrad.de up 30% in ’20, (mainly a domestic webshop), and fellow shop Bikester showing similar positive numbers.
Internet buyers’ true loyalty is to discounts and minimal perceived risk, and shops who had their sights set on a part of the online pie were moving quickly as the global online retail surge came. As the shipping madness that resulted caused rates and volatility to rise to challenging levels for businesses based on fast-cheap-global-shipping, perhaps the brand strength WiggleCRC held started to dilute.
The boom happened all over. WiggleCRC’s old German asset Bike24, now a competitor, saw +70% turnover in Q1 ‘20, right as Brexit happened. Bike24 continued to grow, with +31% through ‘21, and +15% in Q1 ’22 – driven by a 139% growth in Spain, France and Italy. Bike-discount (DE) grew 30% in ‘20. Local players grew notably; like Mantel (NL) that grew 50% in 2020 alone, and 63% for Alltricks (FR) in the same period. The TradeInn group (ES) expanded 31% in ’21 thanks to 80% of goods sold outside of their borders to Germany, France, Italy, and even the UK. It was said that the “Jewel in their crown” Bikeinn played a major role in that surge, well into ’22.
As the dust settles in ‘23, WiggleCRC find themselves in a diversified landscape. The smaller players, that once nipped at WiggleCRC’s heels, have grown. With another online UK retailer now seeming to be experimenting with a business process pivot toward more of a drop-ship-from-distributor model, the experiential and identity rebranding seems to be the move Wiggle is “getting on”.
After CRC’s 2021 update, is this the start of a new independent and differentiated Wiggle and CRC? Likely, Wiggle’s re-invention aims to establish a new type of customer relationship, and re-claim some shopper loyalty in today’s fast evolving marketplace. Let’s see if they can wiggle their way back into our internet shopping carts as often as before.”
