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Cycling brand Rapha Racing gears up for global growth

Cycling clothing and accessories brand Rapha Racing has unveiled a new website that provides a fully responsive mobile experience for its customers who are accessing the portal on smartphones and tablets.

The new site has been set up with international expansion in mind, too, and contains a number of features that will help the retailer personalise its customer experience offering in the coming months.

Built by eCommerce consultancy Sceneric and based on version five of the hybris Commerce Suite, Rapha is looking to leverage its online channel to develop a sophisticated post-sales service that maintains customer contact across the various elements of its business. Plans are afoot for the site to further link up with the brand's Cycle Club locations, which are a mixture of retail shop, café and gallery, and act as places where visitors can view the complete range of Rapha clothing and watch live race screenings.

It follows the growing trend that is seeing retailers develop digital offerings that wrap together all of their separate channels, allowing them to create a single view of their customers wherever they interact with the brand. Confectionary retailer Hotel Chocolat, for example, recently launched a new website with Red Technology that pulls together its shops, restaurants and Cocoa Cuisine cooking range – rather than presenting them in separate online silos.

For bike brand Rapha, the plan is to increase online revenue significantly in the coming months – and the hybris Commerce Suite reportedly gives the business an efficient way to market products to specific international markets.

Rapha is looking to improve personalisation, promotions, web content management, order management and support for a new customer service centre, via the new site, as well as strengthening relationships with retail partners through a newly established B2B portal that integrates with its distribution centres around the world.

Jim Herbert, founding director of Sceneric, commented: "Launching in 17 territories simultaneously required an outstanding development and test regime, and a partnership between Rapha and Sceneric that ensured the site launched with minimal issues.

"As a customer and a supplier to Rapha I am very pleased that the new platform is exceeding expectations and has simplified the task of retailing such excellent products."

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