Case study: Tom’s Pro Bike

How Tom’s turned its website into a fourth store

Tom’s Pro Bike is a three-store independent cycle retailer located in New York. With a reputation built over decades, the business is known for its expert service, wide range of high-end bicycles and commitment to helping customers get the most from their cycling experience.

Having established a high level of service and recognition in its physical stores, Tom’s wanted to overhaul its ecommerce platform to replicate the in-store experience, streamline operations and to align the brand identity.

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The challenges

The business faced a number of operational hurdles. The most pressing issue was the lack of integration between its website and the Point of Sale (POS) system. The disconnection led to time-consuming manual processes of inputting online orders and price changes into the POS.

The ecommerce experience was outdated and fragmented. Navigation was clunky and the customer journey lacked cohesion. Its ability to attract higher traffic volumes was limited and it lacked the Tom’s Pro Bike brand identity.

From a website management perspective, price updates, product changes and promotional campaigns were all cumbersome, limiting the team’s agility and responsiveness.

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Identifying the gaps

Working closely with the leadership at Tom’s, Citrus-Lime identified three key gaps hindering growth:

Operational efficiency and scalability: manual processes had slowed down order fulfillment, ran the risk of human error and reduced the team’s capacity for delivering great customer service. The business needed a fully integrated and scalable retail system that could grow with the business.

Stock management and engagement: Without real-time inventory syncing and powerful marketing tools, the business couldn’t tap into the wider online market or personalize the customer journey effectively. Tom’s needed an agile website that could be managed efficiently and become its “fourth store” – effectively being a digital extension of its physical presence.

Brand representation: The website did not reflect Toms Pro Bike’s unique identity or offer a consistent brand experience, both off and online.

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The results

The move to Citrus-Lime has brought about a remarkable transformation. Implementing Cloud POS has empowered Tom’s to evolve from a local favorite into a digitally connected retail powerhouse. Key outcomes have included:

Operational transformation: Real-time inventory syncing and automated order processing has reduced errors and improved efficiency. Staff training is simpler and the daily management of products and promotions has been streamlined. The automated workflows within Cloud POS has reduced the administrative burden on staff and its scalability has laid the groundwork for Tom’s ambitious growth initiatives.

An omnichannel approach: The web store now functions as a fully integrated fourth location, bridging the online and in-store experiences. Customers can browse the website, reserve items and collect in-store, all lending itself to a seamless shopping experience.

Staff and customers: The efficiency Cloud POS and its integrated Ecommerce has not only empowered the Tom’s team but has also improved customer service. Shoppers arrive more informed, having browsed the online catalog and this has allowed in-store staff to engage in more meaningful and personalized conversations.

Strategic insight and agility: Using the built-in reporting tools within Cloud POS, the team tracks customer journeys, preferences and conversion rates to deliver tailored loyalty programs and curated product recommendations that improve customer retention. These tools provide real-time, data driven insights into customer behavior that has enabled Tom’s to expand its reach through targeted promotions to customer segments.

A customer-centric website: The new ecommerce site has not only enhanced efficiency but also redefined how Tom’s connects with its customers through a user-friendly interface and personalized recommendations. Feedback has been overwhelmingly positive, highlighting improved usability, checkout convenience and delivery options.

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Our Mission.

We’re on a mission to empower independent retailers by helping you meet challenges head on. From making everyday tasks easier and faster to complete to insightful reports that help you make informed decisions about your business, we’ve got you covered.

We do this by helping you stay in control of your business, in-store and online, reducing your end-of-season discounting and motivating customers to buy from you again.

What our customers think

“Cloud POS Supplier Integration makes a great deal of sense to show brands to their full potential, drive sales and save acres of time. Hats off to whoever’s idea it was. It feels like the future.”

“Our Google Shopping campaign has been fantastic. The expertise and professionalism made the process painless and brought the online store to a much wider audience. We’re delighted to see our growth in online revenue.”

“We looked … there isn’t another retail system out there that cost-effectively delivers the End-to-End solution like that of Citrus-Lime Cloud POS. It doesn’t seem to exist.”

“For a seasonal retail business like ours, Cloud Reports is virtually faultless.”

“We now know what we’ve got and what sells; we just run the report and we can see what’s going out.”

“Another thing with the system is that you can instantly get the figure of your margins.”

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