The Office of Experience | SRAM Digital Transformation: Where Passion Meets Performance

Challenge

SRAM's rapid growth through acquisition had created four disconnected digital experiences—SRAM, RockShox, Zipp, and Quarq—each operating with separate websites, inconsistent user journeys, and isolated customer relationships.

The fragmented approach created critical business challenges. Customers encountered different navigation patterns and checkout processes across brands. Product discovery suffered from inconsistent categorization. Most importantly, SRAM had no direct customer relationships, relying entirely on dealer networks without capturing valuable consumer data.

Operationally, the infrastructure was inefficient. Content management required separate workflows for each brand. Customer service lacked unified histories. Marketing efforts were siloed, preventing cross-brand opportunities.

Technically, legacy systems couldn't support dynamic product configurations needed for Zipp's complex components or integrate with SRAM's enterprise systems. Without unified digital foundation, SRAM risked falling behind competitors creating seamless direct-to-consumer experiences.

Solution

Foundation: Enterprise Platform Migration

We migrated all brand properties to Episerver, creating a unified content management foundation that could scale across multiple brands while maintaining distinct expressions. This wasn't just a platform migration—it was creating flexible architecture for SRAM's evolving needs.

The comprehensive design system provided shared components and templates while allowing unique brand identities. Real-time product data integration through RESTful APIs ensured accuracy across all touchpoints, with multilingual support for French and German markets.

Brand Unification: Coherent Yet Distinct Experiences

Each brand maintained its market position while participating in the larger ecosystem. SRAM and RockShox emphasized technical innovation and performance heritage. Zipp received specialized product pages handling complex configurations for wheel builds and component combinations. Quarq focused on precise technical communication for power meter data.

eCommerce Innovation: Beyond Basic Transactions

We created intelligent product discovery with autocorrect and autocomplete functionality understanding cycling terminology. Configurable purchase modules handled everything from simple variations to complex build configurations.

The unified shopping cart enabled cross-brand transactions, creating previously impossible cross-selling opportunities. Wishlist functionality worked across all brands, capturing purchase intent for future consideration.

Customer Relationship Platform: Digital Connection Points

The My Account system created SRAM's first direct digital customer relationships. Beyond profile management, it tracked purchase history across brands, managed shipping addresses, and provided integrated order tracking.

Social login through Auth0 reduced friction while progressive profiling deepened relationships over time. The enhanced dealer locator incorporated shop type matching and quality indicators, strengthening digital-to-retail connections.

Content Strategy: Celebrating Cycling Culture

Content hubs celebrated cycling culture and reinforced SRAM's community position. Social media integration showcased user-generated content and professional partnerships, from World Cup victories to local adventures, creating emotional connections beyond product specifications.

Results

The comprehensive digital transformation delivered immediate improvements while establishing a foundation for continued growth.

Unified Customer Experience

Customers could seamlessly browse and purchase across all SRAM brands in single transactions. Consistent navigation and interactions reduced friction while improving product discovery across the extensive catalog.

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Technical Performance & Industry Recognition

The platform significantly outperformed legacy systems with improved load times and mobile responsiveness. The transformation earned industry recognition and positioned SRAM as a digital innovation leader in cycling.

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Direct Customer Relationships

SRAM gained their first direct digital customer engagement through the My Account system, creating ongoing touchpoints beyond individual purchases while building foundations for targeted marketing and enhanced customer service.

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Foundation for Growth

The scalable architecture created capacity for new brands, expanded product offerings, and increasingly sophisticated personalization. The design system and customer platform provided the foundation for SRAM's continued digital evolution.

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Operational Efficiency

The unified platform streamlined operations across brands. Marketing teams could coordinate portfolio-wide campaigns. Customer service accessed unified histories. Product updates reflected across all relevant touchpoints instantly.

The transformation proved that digital experiences could match the quality SRAM brings to their physical products, creating stronger customer relationships, operational efficiency, and sustainable competitive advantage.

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The Transformation Continues

SRAM's digital transformation demonstrates how comprehensive platform thinking can address immediate business needs while creating foundations for long-term growth. By unifying fragmented experiences, introducing direct customer relationships, and building scalable technical architecture, SRAM positioned themselves for continued innovation in an increasingly digital marketplace.

The project proved that when digital experiences match the quality of physical products, the result isn't just better websites—it's stronger customer relationships, more efficient operations, and sustainable competitive advantage. For SRAM, this transformation was about more than technology. It was about creating digital experiences worthy of the champions who trust SRAM components in competition and the enthusiasts who choose them for their own cycling adventures.

Because in the end, customers—like SRAM—deserve better than "good enough."

SRAM Digital Transformation: Where Passion Meets Performance

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