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Enabled digital transformation of Rutland Cycling with Salesforce Clouds and Microsoft Business Central

Rutland Cycle Case Study Ranosys

“Leveraging Ranosys’ expertise in Salesforce ecosystems and Microsoft Business Central, Rutland Cycling now offers omnichannel digital experiences to their colleagues and customers and has accelerated their digital transformation journey. ”

Established in 1981, Rutland Cycling is an award-winning independent chain of cycle shops. They commenced operations with a vision to inspire people to get out and ride a bike, which they have stayed committed to since their inception. With 14 stores spread across Britain, Rutland Cycling offers a wide range of products and services to cycling enthusiasts. They aim to empower all types of cyclists, from children to adults and performance athletes, to rent a bike or e-bike at flexible and cost-effective prices and cycle through the extra mile. 

Rutland Cycling has been voted the Best Omnichannel Retailer in 2020 and the Best Independent Cycling Retailers in 2013, 2011, and 2010 by BikeBiz. They’ve also won the Total Cycling Award for Best Independent Cycling Retailer in 2014 and Family Business Award for Retail Excellence in 2018.

Salesforce Cloud and Microsoft Business Central - Rutland Cycling
The Challenge


Although Rutland Cycling had an operational digital retail platform built on the Citrus Lime Cloud Retail Solution, it was deficient in the omnichannel and customization capabilities required to improve customer and merchandising experiences. Their traditional technology stack lacked the flexibility necessary to enable change as per customer preferences and market trends, which often led to unsatisfactory customer experiences and impacted their brand reputation.

In addition, the outdated retail solution did not offer a consolidated and unified view of their customers to better understand their behaviour and demands. As the brand couldn’t gain insights about their customers, their marketing and promotional strategies were too broad, generic, and not personalized as per a shopper’s interests. This, combined with the slow performance of the platform, its inability to scale as per demand, and the lack of a digital transformation roadmap in place, made it tedious to preserve the most important asset of their business: their customer’s interests, trust, and loyalty.


The Goal


Rutland Cycling was looking for a digital transformation partner who can leverage the competitive capabilities of the Salesforce ecosystem to restructure their digital retail solution, offer consistent and seamlessly integrated customer experiences across the increasing number of touchpoints such as email, live chat, website, apps, social media, physical stores, etc., and offer their extended teams an aggregated view of their customers on one single platform. 

To achieve this goal, our experts integrated and implemented Salesforce Commerce Cloud, Sales Cloud, Marketing Cloud, Service Cloud, and Salesforce Order Management (SOM) to offer a complete, up-to-date profile of every shopper, deliver connected omnichannel customer engagement across the entire business, and enable data-driven marketing decision-making. 

Moreover, our experts employed and integrated the Microsoft Business Central ERP system as the backend to assist with dynamic product pricing, product cataloguing, inventory management, and more. They also facilitated an integration between Business Central and LS Retail to allow all back-office transactions undertaken at the physical stores through the POS (point-of-sale) systems.

All these integrations and implementations were aimed to seamlessly handle nearly all business areas, strengthen online presence, facilitate connection with nationwide consumers, and drive significant growth. After completing Phase 1 of the project, our experts are currently in Phase 2, offering maintenance and support services to the Rutland Cycling team.

Omnichannel Customer - Rutland Cycling

The Results

Leveraging the competitive capabilities of Salesforce Commerce Cloud, Service Cloud, Sales Cloud, Marketing Cloud, Salesforce Order Management (SOM) system, and Microsoft Business Central, the leading bike brand of the UK, delivers superior omnichannel customer experiences across every channel, device, and platform. Rutland Cycling now runs personalized marketing campaigns with a unified view of their customers and solves customer requests faster without moving between several disparate systems to derive these insights.

Today, it successfully manages and fulfills customer expectations and understands their buying preferences, significantly reducing cart abandonment rates. While blurring the lines between digital and physical shopping, Rutland Cycling has digitally transformed every aspect of its business, unlocked further growth opportunities, and is on its way to becoming one of the best digital retailers in the UK


Customer Review


We are on a digital transformation journey improving every aspect of our business. All our teams are now using salesforce from Ecommerce, Marketing and customer support. The Ranosys team were great, easy to communicate with them and work hard to deliver the project to success. We are definitely looking forward to continuing our phase 2.


A revamped digital retail solution developed on Salesforce Commerce Cloud, Service Cloud, Sales Cloud, Marketing Cloud, Salesforce Order Management (SOM) system to gain a single holistic view of the customer and deliver superior omnichannel experiences no matter how and where they engage with the brand.

Facilitated AI-driven search suggestions & product recommendations using Commerce Cloud Einstein capabilities.

Integrated Microsoft Business Central as the ERP system to allow error-free backend operations and boost sales.

Forged an end-to-end connection between all the physical stores by integrating Business Central with LS Retail.

Customized and implemented the ‘in-store pickup’ feature using different lead times for each store to offer customers omnichannel shopping experiences while bridging the gap between online and offline shopping.

To offer customers seamless and effortless payment and checkout experiences, Ranosys' experts incorporated Salesforce Commerce Payments (Stripe) with Card, Apple Pay and Google Pay.

Integrated with Hitachi Payments to enable financing options.

Integrated with Yotpo, an eCommerce market platform, offering loyalty programs and ratings related solutions.

Improved customer service by allowing an aggregated view of customer data to serve reps who otherwise had to access disparate systems to gain this information.

Enabled 'order on behalf of' leveraging Commerce Cloud capabilities.

Technology Stack

Frameworks & Tools

Salesforce Commerce Cloud
Salesforce Service Cloud
Salesforce Sales Cloud
Salesforce Marketing Cloud
Salesforce Order Management
Microsoft Business Central


LS Retail

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