Chapter 10 Glory Cycles: High-end product-level customization for an expert customer

Tracey Wallace / 1 min read

Why they won

Glory Cycles was a finalist for the Innovation Awards.

For high-end customizations catering to an expert audience base.

Business stats

  • Who submitted (and is quoted below): Clive DeSousa, President
  • Year founded: 2001
  • Headquartered: Greenville, South Carolina
  • Ecommerce vertical: Sports & Outdoors
  • Website
  • Facebook
  • Twitter
  • Instagram

Business outcomes of the innovation

  • 47.22% increase in revenue
  • 42.12% increase in orders

What they do

We have been selling all things cycling since 2001. We opened as an online retailer and soon became a local bike shop as well.

We love to be a part of the interconnectedness of the web and the information that flows freely and quickly. Our daily tasks in the office line up with our vision, which is to use the web to connect our customers to exactly what they are looking for.

Sometimes that means the bike.

Often we have found that our customers are also looking for the inspiration, the speed, the competition, the camaraderie and the beauty of well-made things; all of which go along with the bike.

The challenge behind the innovation

To stay ahead of our competition and our customer expectations, we need to connect our clients with what is possible when it comes to building a high end road bike.

That means an array of customizations, ever-changing product options, education on new parts and more.

How they make it work

We made this work through BigCommerce, because the platform allows us to display product and build carts including all the items needed to build the bikes.

In other words, on-product-page customizations are simple to implement, as are up-sells and cross-sells throughout the checkout process.

Customers can build their own custom bike, or be pushed to additional, complementary products.

Final word

With the product page personalization options and cross-sell and up-sell functionality, we’ve seen improved sales and a huge database of custom-built bikes that help us sell more.

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Table of Contents

IntroThe 11 Most Technically Innovative Ecommerce Brands of 2021
Chapter 1 Seriously Silly Socks: Personalization + pick, pack, ship simplification.
Chapter 2 Bob Johnson’s Computer Stuff: Future-proofing on-site search
Chapter 3 Andie Swim: Fixing a broken industry purchasing funnel for good
Chapter 4 Beer Cartel: Content marketing for a 34% gain in sales
Chapter 5 Autograph Foliages: Migrating to a 40%+ in revenue
Chapter 6 Berlitz: Selling online courses to modern ecommerce shoppers
Chapter 7 dutil.: Removing gender barriers from the online shopping experience
Chapter 8 Flip Flop Shops: Multi-store pick, pack, ship and in-store pickup
Chapter 9 Freund Container: B2B empowerment through RESTful APIs
Chapter 10 Glory Cycles: High-end product-level customization for an expert customer
Chapter 11 Ironlak: Streamlining checkout complexity in a local hosting environment
Chapter 12 NaturallyCurly: Integrating data across EDI and API endpoints
Chapter 13 Neon Poodle: International expansion on steroids
Chapter 14 Pruvit Gear: Saving $1,000,000 annually + custom print-on-demand services
Chapter 15 Restaurantware: B2B & B2C in a single dashboard
Chapter 16 Rollie Nation: Building innovation into the fabric of the brand (UX included)
Chapter 17 Sam’s Furniture: Online furniture browsing + buying customers can’t resist
Chapter 18 Silver Jewelry Club: The newest flash sale site on the block
Chapter 19 Sorority Specialties: Catering to Gen Z’s ecommerce expectations


Tracey Wallace

Tracey Wallace

Director of Marketing MarkterHire | Former EIC, BigCommerce | Founder, Doris Sleep

Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.

View all posts by Tracey Wallace

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