Case Study: SRAM achieves unified D2C commerce and brand ownership with Optimizely

SRAM gets a digital tune up through a new consumer-facing site

SRAM, founded in Chicago in 1987, is a leading global maker of high‑end bicycle components. Although they had an Optimizely‑based B2B commerce portal for OEMs, distributors and retailers, SRAM needed a consumer‑facing solution to expand direct market reach, own the end‑to‑end brand experience, and gain better insight into customer purchase behavior across multiple brands.

Working with BlueBolt, SRAM launched an Optimizely Commerce Cloud site on Microsoft Azure that leveraged existing B2B “piping” and integrated PIM and SAP systems. The project delivered a refreshed Quarq and Zipp experience, a multi‑brand shared cart, a custom Quarq product configurator, My Account features, and a global dealer locator—resulting in a scalable, resilient D2C channel that improves discovery and purchasing, deepens customer touchpoints, and strengthens brand loyalty.

SRAM

Dragana Pajovic

Director of ecommerce