Customer story

How Mumu learned which riders were ready to buy and which were still deciding

The challenge

Mumu's catalog spans road jerseys, bib shorts, race suits, and indoor training gear, each one attracting a different type of rider at a different point in their season. A cyclist refreshing their spring kit browses very differently from someone pricing out a custom team order. And with performance gear at $150+, most buyers take multiple visits before committing, comparing fits, checking colorways, revisiting size guides. Without knowing which collection had someone's attention, how many times they'd been back, or whether they were buying for themselves or a team, every email went to the full list with the same message. The riders who were close to buying got the same treatment as someone who'd only glanced at the site once, and the window to convert them closed unnoticed.

“Cycling gear is a considered purchase. People spend weeks thinking about it. Arnio helped us see which riders were deep in that process, looking at the same jersey three times, checking sizing, coming back the next week, so we could reach them when it actually mattered.”