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Sceneric, a leading web and e-commerce consultancy, today announced it has launched the new omni-channel platform for Rapha Racing, creators of high quality cycling clothing and accessories. Based on version 5 of the hybris Commerce Suite, the new online channel will enable the British luxury cycling accessory firm to pursue its international e-commerce expansion plans and deliver a more immersive customer experience, while gearing up for the delivery of new personalisation and highly sophisticated post sales services to customers.
Named as one of the 50 fastest growing UK businesses in the Sunday Times Fast Track 100, Rapha designs its products for discerning cyclists, blending style with optimum performance and prides itself on providing an online emporium of performance road wear, accessories, publications and events, all celebrating the sport and culture of road racing. Based in London, with offices in the US, Japan, Australia and Germany, the brand has gained a reputation for providing its loyal customer base with the finest products and exemplary post sales service.
Built on the hybris commerce platform, the new portal delivers a fully responsive mobile experience for the growing number of customers using smartphones and tablets and will incorporate the high level of functionality Rapha needs to execute its omni-channel agenda. This includes delivering a customised end-to-end channel-agnostic customer experience that, in the future, will incorporate Rapha’s inspirational Cycle Club locations. These unique spaces are a mix of retail shop, café and gallery where visitors can view the complete range of Rapha clothing, select from bespoke products unique to the club, watch live screenings of major races or meet up and participate in group rides.
With aggressive plans to increase online revenue, www.rapha.cc has undergone significant enhancements to enable the company to broaden its customer base internationally, offering its impressive catalogue range to a rapidly growing global audience through the suite of tools offered within the hybris Commerce Suite, empowering business users to market product to specific international markets with ease.
Alongside enabling Rapha to utilise core hybris solutions, including advanced personalisation, promotions, web content management, order management and roll-out support for a new customer service centre, Sceneric has also developed a dedicated B2B portal. This supports Rapha’s growing global network of premium retail partners and enable full operational integration of the new commerce platform with Rapha’s distribution centres around the world.
Jim Herbert, Founding Director of Sceneric, commented: “Sceneric was honoured to be selected by Rapha to implement its new omni-channel hybris platform. Launching in 17 territories simultaneously required an outstanding development and test regime, and a partnership between Rapha and Sceneric that ensured the site launched with minimal issues. As a customer and a supplier to Rapha I am very pleased that the new platform is exceeding expectations and has simplified the task of retailing such excellent products”
Rob Shaw, Vice President, EMEA at hybris, said: “Retailers like Rapha are harnessing the power of the web to create a lifestyle narrative around their commerce proposition. Determined to realise international expansion in a very short space of time, we’re excited to be involved with this innovative British firm as they race to grow and further define the brand.”

Published on: 8:37AM on 7th July 2014