Webbs Motorcycles
Digital Transformation

About Webbs

Webbs Motorcycles is a long-standing, family-owned business with over 50 years of heritage. With flagship Triumph dealerships in Lincoln and Peterborough, the award-winning business has earned a loyal customer base built on service, trust, and a passion for motorcycles.

 

Alongside new Triumph and used bike sales, Webbs offers servicing, part exchange, and an extensive range of rider clothing and accessories, including exclusive collections under their own private label brand.

 

Before working with Flourish, Webbs’ online presence was minimal. Their websites followed Triumph’s templated design for dealerships and were non-transactional. This meant the business couldn’t showcase or sell its growing clothing and accessories range. Without in-house digital expertise, they needed a partner who could build and implement a scalable eCommerce channel connected to the systems and processes already driving the dealership network.

 

Understanding the Opportunity

Our first step was to evaluate the commercial potential of taking Webbs online. We explored how digital sales could complement showroom activity, the systems needed to support growth, and the investment in time & financial investment required to deliver a sustainable return.

 

The goal wasn’t simply to launch a website, it was to undertake a digital transformation. To coach the team at Webbs and collaboratively build the right digital foundations to expand confidently into eCommerce, without disrupting what already worked offline.

 

Building the Right Foundations

A SaaS eCommerce platform that had a strong eco-system and connectivity was needed. The main requirements were ensuring minimal to no additional tech costs or resource being needed whilst ensuring full compliance to multiple regulatory requirements.

Flourish implemented a BigCommerce store as this eCommerce platform. The storefront isn't headless and customisation was achieved using the Stencil framework of BigCommerce to create a custom theme.

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We also advised on additional CMS tools within BigCommerce to give Webbs full control over content, branding, product presentation, and customer experience.

 

We designed and developed custom middleware to integrate BigCommerce initially with 'Autotrader' for listing used bikes. Later this was replaced with an integration with the ‘Pyramid’ dealer management system. This integration enables live synch of used bike stock across showroom and online channels. We also integrated an existing enquiry and lead handling tool with online enquiries to retain existing sales workflows.

 

From there, we worked on the strategic and operational layers:

 

• Implementing and training of SEO best practices for structure, titles, and metadata when launching product or PLP's.

• Managing the transition from Mailchimp to Klaviyo for email & SMS marketing, unlocking enhanced automation and lifecycle campaigns.

• Introducing the concepts of the right product attributes needed to ensure maximum visibility within both paid and organic shopping channels.

• Introducing key BigCommerce apps to enhance on-site search, visual merchandising and conversion.

• Consulting on payments (PayPal, Stripe, Klarna) to support customer choice & drive conversion opportunities.

• Implementation of customer review tools to drive seller authenticity and trust pre-sale on both named brand & private label products.

• Building bespoke Looker Studio dashboards running on Google BigQuery, turning raw data from multiple systems into clear commercial insight, and improving instant access to key metrics and KPI's. 
  These foundations meant that every online decision from promotions to product range could be always guided by data rather than assumption.

 

Connecting Marketing to Merchandising

Flourish continues to manage Webbs’ paid media across Google, Meta, and affiliate networks, linking every campaign directly to seasonal product performance, stock levels & current promotions.

 

Our approach ensures marketing spend works harder by connecting systems, data, and decision-making, not simply running ads.

 

With an ever growing catalogue size and shifting promotions, we continue to collaborate closely with internal merchandisers at Webbs. This close working relationship ensures campaigns respond in real time to stock, trends, and seasonality, creating a consistent experience between online and in-store. This helps to maximise the AI based targeting as used within Meta catalogue-based campaigns & Google’s Performance Max format.

 

The Outcome

From a standing start — and through the challenges of the Covid-19 period — Webbs has built a thriving online retail arm that’s now a core driver of business growth. The visibility gained online has also strengthened showroom performance, creating a unified retail experience across digital and physical channels.

 

The result is a sustainable, data-led eCommerce operation powered by collaboration, insight, and clarity, not guesswork or using the blunt force tactics of inflated ad budgets.

 

Summary

What initially started as a conversation about “selling online” has evolved into a long-term digital partnership. Flourish helped Webbs modernise how they sell, connect their systems, and use data to make confident decisions.

 

The same principles now guide their ongoing growth, commercial before creative, integrated before impulsive, and always grounded in real performance.

 

We are proud to continue to work with Webbs and excited as we work on their exciting online multi-brand retail channel towards 7 figure annual online turnover.