| Title | RIESE & MÜLLER |
| Brand | RIESE & MÜLLER |
| Product/Service | E-BIKE, FOLDING BIKE |
| Category |
B01. Websites |
|
Entrant
|
SCHOLZ & VOLKMER Wiesbaden, GERMANY
|
|
Idea Creation
|
SCHOLZ & VOLKMER Wiesbaden, GERMANY
|
Credits
| Jens Westerwald |
Scholz & Volkmer GmbH |
Art Direction . Concept |
| Lea Perchermeier |
Scholz & Volkmer GmbH |
Senior Art Direction . Development |
| Beatrix Hauenstein |
Scholz & Volkmer GmbH |
Senior Account Management |
| Robert Wixler |
Scholz & Volkmer GmbH |
Technical Direction |
| Anna Beimel |
Scholz & Volkmer GmbH |
Concept . Text |
| Bruno Schadeck |
Scholz & Volkmer GmbH |
Development |
| Vanessa Mikoleit |
Scholz & Volkmer GmbH |
Creative Direction |
| Annette Jans |
Scholz & Volkmer GmbH |
Creative Direction Text |
| Martin Becher |
Scholz & Volkmer GmbH |
Development |
| Anna Schoderer |
Scholz & Volkmer GmbH |
Developement |
| Benjamin Jetschin |
Scholz & Volkmer GmbH |
Trainee |
| Sabine Erdmann |
Scholz & Volkmer GmbH |
Senior Account Management |
| Thomas Nolle |
Scholz & Volkmer GmbH |
Direction Strategy |
| Carla Funk |
Scholz & Volkmer GmbH |
Strategic Planning |
| Peter Post |
Scholz & Volkmer GmbH |
Creative Direction |
The Campaign
Our primary focus during the website relaunch was to accentuate its very essence: the bikes from Riese & Müller. The emblematic bike frame designs were granted ample space to stand on their own.
An online shop can never replace a test ride. The one-of-a-kind feeling of sitting on a Riese & Müller bike can only be experienced in person. Up close and personal at a dealer. That’s why a smart dealer search was integrated in all the right places. It provides users with easy access to their nearest specialist dealer from anywhere on the website – guiding them straight to a bike that ideally suits them.
Creative Execution
A closely networked, 30-strong team (agency, client, further service providers) from all specialisation areas (concept, IA, text, design, technology, PM, content management) collaborated in relaunching the Riese & Müller website. It recreated not only the platform, but also its full array of contents. This included the texts, design and photos, which were even taken over two different shoots.
No assessments have yet to be carried out regarding sales figures. Process simplifications in terms of efficiency have, however, already proved successful. Within the first month following the relaunch, page hits rose to over 360,000. This translated into over 25,000 bike configurations and over 20,000 subsequent dealer searches. Within the same period of time on the previous website, dealer searches were conducted only 4,200 times. In other words, this means a 480% increase!
Prior to the project launch, we hardly had any data available. We thus conducted dealer surveys and a qualified target group analysis. Our findings indicated a target group that is well-off and over 30 years of age – and sometimes significantly older.
The website serves as a communication hub and is especially oriented towards customers, who are directed right to their nearest specialist dealer. Furthermore, dealers can use it to obtain assistance with sales consultations. The site’s design and functions aim to satisfy the concrete needs of our target group, including visual appeal, prominent display of the frame shapes and the easy-to-use Configurator.
Comprehensive tracking features (especially the multistage lead qualification and measurement of scrolling and interaction behaviour) on the new platform enable us to perform precise analyses of user behaviour and form an ideal basis for fine-tuning existing functions and contents.