Cycling Parts and Accessories Distributor

Zyro is the largest independently-owned parts and accessories distributor in the UK cycling industry. A recent merger saw Zyro acquire Fisher Outdoor Leisure, a specialist in the distribution of cycle componentry, established over 70 years ago, creating a combined group with sales of £70m.

The group’s ambitious growth plans for the next 12 months produced a requirement to optimize the B2B ecommerce website with an aim to increase online sales, increase order value and encourage customers to shop more frequently.

Zyro Fisher has a large customer base that ranges from small independent dealers to multinational stockists. Whilst the existing website was performing in terms of surfacing a large number of products and providing customers with the ability to purchase, after an analytical review the group quickly identified that different customer types were interacting with the website in many different ways.

With this in mind, Zyro Fisher set about sourcing a third party software that would provide more insight into its different visitor profiles and enable the team to use this information to personalize experiences across the website.

9% of ZyroFisher’s monthly online revenue can be attributed to PureClarity!
Increase in Conversion
Higher Conversions via Personalization within Search
Recommender Conversion Rate

A Passion for Personalization

Zyro Fisher selected PureClarity for its:

  • Highly intelligent, self-learning Artifical Intelligence (AI) Engine
  • Innovative use of technology
  • Rich set of features
  • Future roadmap

Furthermore, PureClarity’s ability to optimize large scale B2B ecommerce journeys meant the solution was a perfect fit for Zyro Fisher.

Multiple behavioral merchandising zones have been identified across the website in areas likely to receive the highest engagement, from the home page to basket page. Zyro Fisher now has the ability to present personalized AI-driven product recommenders, images, carousels or even HTML to each of its customer profiles.

“It has been an absolute delight working with ZyroFisher to implement PureClarity’s search and merchandising personalization. The software has a number of specifically developed B2B features including personalization by business and customer specific pricing support, all of which ZyroFisher has been able to utilize to improve the user experience and drive more sales online.”
Dr Paul M. Gibson, PureClarity CEO