For the third year in a row, Canyon Bicycles were the winners of a Shop Usability Award, following the award ceremony on Thursday 14th November. The award is one of the most important e-commerce awards in Germany, Austria and Switzerland and is a significant validation of the direct-to-consumer online environment that Canyon has honed, refined and pioneered over the previous two decades.
The Shop Usability Award has been running since 2008 for German-language online shops that offer an outstanding and user-friendly shopping experience. A community of e-commerce fans and experts made the preliminary selection from around 200 online shops based on factors such as UX, design, creativity and storytelling. The final decision in each of the ten categories was made by an experienced and highly qualified jury of well-known e-commerce experts.
Canyon won the Brands and D2C category for providing its customers with a top-class online shopping experience. The community and jury particularly praised the emotional connection Canyon creates for its customers, along with the detailed presentation of the products with high-quality, engaging images and video, and precise descriptions, as well as the user-friendliness of the shop with well-thought-out navigation and successful mobile optimization.
The anonymous nomination from the community included the following comments about content marketing: “Customers at Canyon’s web shop are not only buying a bike, they are buying into the feeling of passion. Customers are motivated by inspiring success stories, and they receive comprehensive explanations to make the right choice. The features and the experience are tailored to the products, the customers and the brand down to the smallest detail.
“As soon as you enter the shop, you witness the Canyon bike hype. Emotional images and rousing videos are the trademark of the Canyon shop. The impressive images awaken needs in users that they may not have previously suspected. The shop is always modern, yet robust and high-performance.”
The jury also praised the blog, the home of Canyon’s stories: “The Canyon blog is characterized by a unique structure based on content assets and the Salesforce Page Designer.
“Thanks to a specialist editorial team, it is ensured that all content is precise and up-to-date. The articles have a high SEO relevance and ensure visibility in search engines. The blog's broad range of topics includes route suggestions, buying tips, how-tos and reports on professional sports. This diversity ensures that the interests and needs of readers are comprehensively covered.”
Finally the web shop infrastructure was the third pillar that grabbed the jury’s attention: “The shop captivates its guests with high-quality images, captivating videos, inspiring stories and much more. It is difficult to escape the pull without putting an item in your shopping cart. Behind this web shop is a strong team that creates an extraordinary customer experience with a lot of commitment and fun. Technologically, the shop is based on the Salesforce Commerce platform, which enables an outstanding user experience.”
Speaking about the award, Canyon’s Chief Digital Officer Kristen Laina White offered these words: “Our goal is to create easy, personal and premium digital experiences for all riders. Canyon.com is our premier branded commerce destination to get inspired and shop for our product. The Canyon App is the ultimate companion for our riders before, during and after the ride. We believe it’s our job to inspire customers and guide them through the journey to our product with inspiring images and videos, backed up by easy-to-access technical information. And then to continue to support them with services and improved experiences in our app post purchase. We were one of the first direct-to-consumer online brands in the bicycle industry and we will continue to lead the way, making that online experience as delightful and easy for our customers at every stage of their journey.”
The Shop Usability Award is one of the most well-known e-commerce awards in Germany and has been awarded annually since 2008. The award is an initiative of Shoplupe GmbH. With the award, founder and managing director Johannes Altmann wants to highlight online shops that enable a user-friendly shopping experience in e-commerce with creativity, commitment and dedication.
About Canyon
What started in founder Roman Arnold’s garage has grown into the world’s leading direct-to-consumer bicycle manufacturer. Renowned as one of the most innovative brands in the industry, Canyon designs bikes for every discipline – from road, triathlon and gravel to mountain, city, trekking, and e-bikes.
Canyon partners with the finest athletes and teams on the planet, taking insights from the toughest race conditions to engineer bikes and components for the highest levels of the sport. The result: award-winning bikes that set the standard for performance, innovation, and engineering – built to deliver at the highest level on any terrain.
“Inspire to Ride” is the mission driving Canyon to ignite a passion for cycling around the world thanks to a streamlined direct-to-consumer model, smart digital services, and Canyon Stores and service partners offering expert advice, community experiences, and full support. At the same time, Canyon is committed to responsible business practices, sustainable production, and the safety and well-being of employees, partners, and the environment.
Canyon bikes are available at canyon.com, through the Canyon app, and at selected Canyon Stores worldwide.
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