The Story
Ribble Cycles has been building bikes since 1897. As a direct-to-consumer, digital-first business, they wanted to replicate the in-store consultation experience for online customers—especially for high-consideration purchases like custom bikes.
In 2019, they implemented one-on-one live video consultations, connecting customers directly with cycling experts. When the pandemic hit and live events were canceled, they added live streaming for product launches.
The results were remarkable: customers who used live consultations spent 36% more on average, with overall AOV 43% higher than standard e-commerce. By 2021, 15-20% of all transactions involved live commerce at some point in the journey.
During the pandemic, their live streams reached 10x the audience of in-person events. Ribble became the first bike brand to offer an authentic retail experience online—winning industry awards for their connected experience.
"As a leading direct-to-consumer, digital-first business, Ribble is the first in our sector to offer an authentic retail experience in an online format."
— Andy Smallwood, CEO, Ribble Cycles