99Bikes drives 6 per cent of total digital revenue from Wunderkind

Established in 2007, 99Bikes is Australia’s largest bicycle retailer, with over 60 stores nationwide. Since launch, the brand has grown exponentially, both online and offline, powered by its commitment to being the “most approachable” bike retailer, going above and beyond for customers to deliver a great experience. 

The 99Bikes website is an extension of the retailer’s stores, often acting as the first touch in a customer’s purchase lifecycle. This is particularly true in the context of Aussie consumers continuing to move toward an omnichannel shopping journey that involves both physical touch-points and online research, with 35 per cent and 40 per cent of digital natives (under 45) relying on retail websites and social media, respectively, for inspiration and product research (Retail Economics, 2024).

For 99Bikes, it’s therefore critical that its online sales channels are fully optimised to maximise conversions while ultimately delivering a frictionless experience for its customers. The retailer partnered with Wunderkind – the leading AI-driven performance marketing solution – as part of this optimisation journey.

Wunderkind collects consent-based, first-party data and identifies anonymous traffic for brands in order to scale hyper-personalised one-to-one messages. Brands lean on the Wunderkind Identity Network, a proprietary database recognising 9 billion devices, 1 billion consumers and observing 2 trillion digital transactions per year, to trigger the most impactful offers to their target audience at the right moment and in the right channel. This proprietary data is accessed by Wunderkind’s Autonomous Marketing Platform, an AI engine that integrates seamlessly into a brand’s existing ESP to boost performance across email, text and advertising channels. 

In partnering with Wunderkind, 99Bikes was looking to fully scale its email channel and grow its first-party database while delivering a more personalised online shopping experience for customers.

“Our biggest objective is to replicate the in-store experience online,” says Logan McEwarn, head of marketing at 99Bikes. “While we know this is a challenge, Wunderkind has helped us speak to our customers, at scale, through a channel that we know our customers are receptive to. By recognising more of our site traffic, we’ve been able to send more high-converting emails, unlocking revenue across the full funnel more efficiently. This was particularly important to us, given our higher consideration purchase.”

In looking for a solution partner, 99Bikes needed a technology that fitted into its existing stack, was easy to implement and wouldn’t require extensive development resources. Most importantly, it required a partner with specialist experience in tapping the potential of email as an efficient, high-converting channel – while acting as an extension of the retailer’s team. 

Wunderkind fulfilled this promise, using brand-sensitive on-site deployments to significantly increase the retailer’s first-party email capture rate – and leveraging its identity network to dramatically scale triggered, personalised abandoned cart, product and category messaging via email.

The results:

• 6.14 per cent of total digital revenue driven by Wunderkind.
• #3 paid revenue channel in Google Analytics.
• 30.8x return on investment with Wunderkind.
• 44x lift in email performance over the previous solution.

With Wunderkind, 99Bikes has been able to accelerate its digital growth and achieve a level of scale from its email channel that would not otherwise be possible. To learn more about how Wunderkind generates over $5 billion in directly attributable, contractually guaranteed revenue annually for 700+ brands, visit wunderkind.co.

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