Despite being in its third iteration, Ribble maintains the purpose of BikeBuilder is still the same – to simplify the bike buying process.
So what’s new in version 3? According to Ribble, the platform now gives suggested builds. The idea here, according to the website, is to simplify the buying process.
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What’s more, Ribble has supplied new digital images, aiming to give an accurate representation of what your bike will look. The idea being that it will make designing the bike easier.
In practice, the tool gives you two options; either stay with the standard build or select the next ‘recommended’ component. It then tells you the price difference between the two.
However, surely suggested builds defeat the point of customising your ride? Well, Matthew Lawson, Chief Digital Officer at Ribble says that “BikeBuilder V3 makes the tool easier to use, particularly for those newer to the sport”.
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He continues, “there is also the customer who simply doesn’t require a full level of customisation. Both these customers are catered for with the new platform.
However, Ribble assures us that you can still fully customise your bike if you wish, using the advanced settings.
According to the online retailer, the ‘advanced customisation’ allows you to select components, wheels as well as finishing kit such as tyres and handlebar width.