About Vaela

Vaela was established in 2020, focused on creating women's cycling equipment that's both stylish off the bike and functional on it. They aim to use natural materials and achieve carbon neutrality. Vaela is a Certified B-Corporation and prioritizes environmental and social equity in their operations

The Challenge

Despite offering top-tier cycling gear, Vaela encountered a seasonal challenge. Their high-value items, though in demand, faced a dip in sales during the off-season, particularly in winter. Customers were interested but hesitant to invest during colder months when cycling was less appealing. This timing issue led to lower conversion rates and missed sales opportunities, prompting Vaela to seek a solution that could bridge this seasonal gap.

The Solution

In search of a strategy to overcome this hurdle, Vaela turned to Flare. Our "Order for Later" feature was a perfect fit, addressing the seasonal buying behaviour of their customers. This feature allowed Vaela to offer customers the option to purchase their desired gear now and receive it at a more suitable time, such as the beginning of the cycling season. It also introduced dynamic discounting, enabling Vaela to incentivise early purchases without devaluing their brand or compromising on profit margins.

See it live in action here

The Impact

Implementing Flare's "Order for Later" feature proved to be a game-changer for Vaela. The brand witnessed a significant 15% increase in sales, effectively converting winter browsers into off-season buyers. Moreover, this approach provided Vaela with immediate cash flow from Flare orders, alleviating financial pressure and enabling further investment in new stock and innovation.

And their shoppers value being given the freedom to choice:

"I chose 'Order for Later' mainly for the reduced price, but being able to select the delivery date was a game-changer for me. It gave me the flexibility I needed and made the whole experience with the brand more positive. I'd definitely use this option again, even if it wasn't at a discounted rate, just for the convenience it offers"

Looking Ahead

Buoyed by the success with Flare, Vaela is set to expand the use of the "Order for Later" feature across more products. With a focus on sustaining momentum throughout the year, Vaela is embracing Flare as a key.