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Source BMX IRP Case Study


SIZE: Mid-Market
MARKET: Cycling
TYPE: Retail
COMPANY: Owner Led
OUTCOME: World's largest online BMX store

Source BMX was with its previous ecommerce platform for 10 years and although sales were steady, the opportunity for international sales was not being achieved.


It was a big decision for Source BMX to migrate to the IRP and one of the main reasons was the experience the platform had in working with Chain Reaction Cycles and transacting sales from a base of zero to >170M GBP annual online sales in over 170 countries in 13 years.

Source BMX noticed growth from day one with the IRP. During switchover month sales grew 42% from the previous month.

This year also saw a significant increase in revenue — up 50% in 2015 compared to the same period in 2014.

“We would recommend the IRP system to other online businesses as customer service improved and sales went up since migrating to the platform. We see lots of potential growth in the future and plan to be with IRP for the long-term.”

Marc Moore, CEO, Source BMX
The largest online BMX store in the world



The international aspect of the IRP is a major factor as it means Source BMX can use the available features to target different countries and make more international sales.

International customers that use a translated site think it’s local and feel more confident buying from a country they recognise.

The IRP reporting system allows Source BMX to glean what countries work for its market and therefore can tailor the marketing budget to specifically target them.

The multichannel function is also a real advantage as it allows better integration between the retail store and the online store, as they are all connected to the one system.

This improves accuracy with products, is more time-efficient for the Source BMX team and gives customers a better overall experience.


Source BMX feels supported by the IRP ecosystem in terms of receiving suggestions to improve the website, as well as digital marketing ideas and experts to help improve sales.


Source BMX are now the largest online BMX store in the world.

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