Wiggle: Managing the business transformation to deliver revenue growth

Aurelien Dur

Global Communications Manager

In this article:

Working directly with Wiggle during the design & implementation of their transformation project enabled the business to recognise significant benefits through operational efficiencies.

Wiggle: Managing the business transformation to deliver revenue growth

About Wiggle

Wiggle is a leading global online sports retailer specialising in cycle, run, swim, and triathlon products. Its focus on customer experience and advocacy, whilst working hard to maintain its low-cost base has enabled both market leading net promoter scores and position as the #1 online cycling and sports retailer.

In 2015 Wiggle commenced a Capability Upgrade Programme (CUP) to evolve their target operating model to uplift capabilities associated with Oracle Cloud BI & Data, back office, middle office and front office capabilities.

Wiggle’s business strategy was focused on doubling revenue in 3 years and then doubling it again, but business and technology capabilities were not able to support this growth ambition. A step change was required to achieve organic and M&A growth and the desired return by the Private Equity owners.

Consultancy execution

  • Strategy Alignment
    A strategy alignment framework was used to deliver a 3-year road map, with solutions options, benefits and costs established.
  • Board Advisory
    Worked with Wiggle Executive & Private Equity company to align IT strategy with the business & Private Equity strategic objectives. Leading commercial & contracting – saving covered GC fees.
  • Implementation
    Led the delivery of 4 projects, IT Transformation, Due Diligence for Acquisition and integration of CRC & Wiggle brands

In Wiggle’s words

There has been a good return on our investment in working with Connectis Consulting to help us navigate the CUP Programme from its initial inception to final delivery. Their insight and experience helped to ensure that we developed the right relationships to deliver the right outcomes. With Connectis Consulting, we have accelerated knowledge transfer and raised the capability of our own staff. Most importantly, we have been able to deliver significant step changes to our business and achieved more than many other companies have in comparable transformation programmes”. 


Stefan Barden, CEO, Wiggle

Quantified results for Wiggle

  • Real time business insight​
  • Group NPS improved from 72 to 76 and over 80 in UK ​
  • Customer enquiries reduced to 0.07 (7 for every 100 orders) ​
  • Sales growth >100% ​
  • From #2 in UK to EMEA Market leader​
  • Despite this growth, overhead costs are reducing in absolute terms ​
  • Creditor days from 24 days to 56​
  • Variable IT cost model​
  • Lower total cost of ownership ​
  • Successful merger with their largest competitor – a platform for growth – powered by Oracle Cloud established

Aurelien Dur

Global Communications Manager

In this article:

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