Chain Reaction Cycles - How they do it?

by Stu Thomson
May 9, 2011 at 9:36

Order to Shipping: The story of your purchase

If you’ve ever wondered how Chain Reaction Cycles are able to offer so many products and deliver them in super-fast time, then this video gives a glimpse behind the scenes at the world’s largest online bike store.

Following a product’s journey from order to dispatch, we take you behind the walls of our 100,000 square foot warehouse which houses 90,000 products and where we ship to over 115 different countries around the world.

Highlights in the video include our sophisticated warehouse management system and brand new packaging machine which has reduced the amount of postal lorries we use by 30%. With the ability to dispatch up to 24 orders per minute, it’s not hard to see why we’re the best in the business.

Watch the video now, courtesy of MTBCut:

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106 Comments

  • + 70
flag OmG-ITz-JeBuS (May 9, 2011 at 10:41)
 I would love to sneak into that warehouse and build the most amazing bike
[Reply]
  • + 48
flag betsie Plus (May 9, 2011 at 10:18)
 I thought that everyone who worked there cycled a unicycle and could pack and ride..... the dream has been shattered.
  • + 14
flag dave6797 (May 9, 2011 at 15:40)
 i thought it was magic ... imagine how i feel Frown
  • + 18
flag pedalbitesucks (May 9, 2011 at 15:53)
 I'm loving all of these tours of factories and warehouses it's cool to see all the elves responsible for my Christmas presents.
  • + 1
flag cyfa89 (May 12, 2011 at 3:28)
 theyre real people!!
[Reply]
  • + 36
flag EyeofOneClothing (May 9, 2011 at 10:11)
 wow pretty amazing warehouse, i know its hard to resist crc sometimes but remember to support your local bike shops aswell.
[Reply]
  • + 9
flag tom666 (May 9, 2011 at 10:19)
 Pretty much as I exspected the order to process to be. Some mug goes about with a shopping trolley, grabs some stuff, send it off to be packed my a machine and parcel force f*ck off with it and take as little or as much time as they want to deliver it.
  • + 9
flag jdotr (May 9, 2011 at 10:25)
 cheer up
  • + 27
flag tom666 (May 9, 2011 at 10:30)
 wow man, you really cheered me up. thanks.
  • + 5
flag KennyKillsIt (May 9, 2011 at 11:39)
 I find most of the f*cked up orders are form shipping companies.
"parcel force f*ck off with it" THIS
  • + 3
flag tom666 (May 9, 2011 at 12:34)
 it's true. parcel force are the weak link in the opperation.
  • + 3
flag jdotr (May 9, 2011 at 12:40)
 haha glad i did my job
  • + 12
flag KennyKillsIt (May 9, 2011 at 12:57)
 Force a parcel up their arse for a change
  • + 2
flag Antron (May 10, 2011 at 2:28)
 I've never had any problems with Parcel Force.
  • + 2
flag RaleighVoid (May 10, 2011 at 10:59)
 thought they were only in the uk actually, dont you have good companies like fedex?
  • + 1
flag liveless (May 10, 2011 at 13:21)
 Parcel force sucks... From UK to finland it takes around 2 weeks since it gets shipped in banana ship to denmark and stays there for one week...

For some reason my order is still "processing"... Ordered in 22th of last month.
  • + 1
flag RaleighVoid (May 10, 2011 at 14:38)
 theyre probably tied in some multi year contract with PF, and hopefully should eventually change to a company like PCS who regard the customer as important rather than.... oh yeh, parcel force regards nothing as important.
  • + 1
flag Antron (May 11, 2011 at 2:20)
 I don't know, I always choose Parcel Force because it's cheapest and I have patience and no money. I don't believe we have them in the states, usually my packages are just delivered by the local post office. Fedex and UPS are good and all but they cost a lot.
[Reply]
  • + 4
flag brule Mod Plus (May 9, 2011 at 10:14)
 This is obviously no LBS, but wow that is one efficient looking machine there! Even on a small scale, we can all learn about doing things better/more efficient and it seems that they take that into account daily - can handle 24 orders a minute at the boxing area - wow!
  • - 49
flag bighucker503 (May 9, 2011 at 11:19) (Below Threshold) show comment
 DO NOT ORDER ANYTHING FROM CHAIN REACTION CYCLES! Other people may have had a good experience with them but not me. I ordered 2 brand new Avid Elixir 5's and when I got them they were scratched in multiple places and stained from what looked like an oil leak. I emailed there customer service and warranty department with pictures of the damaged brakes and they NEVER RESPONDED! Just a warning to everyone that they have good prices but you could get screwed over like me.
  • + 2
flag alibrann (May 9, 2011 at 11:31)
 I had a similar expirience when I bought a 2011 661 Core Saver...It looked nothing like the display pic interms of sizeing and postioning of protection...bit of a let down for me...I mailed them about it and like wise, they never replied...
  • + 22
flag minami (May 9, 2011 at 11:38)
 On the other hand, my mate bought a roco WC shock a few years back and got 2 in the post Big Grin
  • + 7
flag johniedamn (May 9, 2011 at 12:00)
 YES! I once ordered an E13 taco & got a Manitou Swinger instead with a Taco sticker on it! Paid 20$ & got a product of 400$ !! They 've also been very helpful in every communication i had with them guys... so , I love CRC!
  • + 5
flag simooo (May 9, 2011 at 12:10)
 I think CRC have pants customer service. I contacted them twice, about 8 months apart looking for a bike, for me a tall person. First time they told me I simply couldn't get one & would not order one in. 2nd time they didn't even respond.

Only when I went to a Trek retailer would they give me the time of day. Now rockin' a 23" Trek which they imported from the US as 23" isn't a size available in the UK. THAT is service.
  • + 10
flag xkriegerx Plus (May 9, 2011 at 12:52)
 if you want to get a good service and are willing to pay for it: go to some local shop
if you want cheapest price possible with barley or no service: check CRC

keep that in mind and you won't get disappointed.
as simple as it gets.
  • + 0
flag SirWonky (May 9, 2011 at 13:07)
 **** To bad Chain Reaction Cycles left out the part where they ARTIFICIALLY INFLATE MSRP $$, and they then "discount" their BOGUS PRICE to create the ILLUSION you are getting a Sale Price !!!
For Example- saying: >> NS Majesty Park Frame 2011 is RRP $736.46 *** Now $579.96 Save 21% off

Bullsh*T--- You can buy that frame for $ 507.00 at a bunch of other places. They must think everybody is ignorant- or just cater to those people.
  • + 7
flag bikeaddict123 (May 9, 2011 at 13:16)
 i've ordered a fair bit off crc, and never had a single problem, they are amazing. even dealing with phone calls emails and returns they are quick and really cheap, good work
  • + 2
flag SirWonky (May 9, 2011 at 13:23)
 LOL--- Or even better--- Price a 2009 Black Market MOB Frame @ ***$1145.60- then say "SPECIAL OFFER!" Save 45% - Now $631.50

While Carter's Black Market WebSite itself sells *** 2011 frames for $ 599.00

Thanks for the "special offer" CRC Smile
  • + 5
flag NoahColorado (May 9, 2011 at 13:45)
 They likely base that on UK MSRP, then do a conversion. If you're using % off MSRP to determine if you're getting a good deal or not...well, you're a moron. Good products generally don't have to be discounted heavily to be sold.....
  • + 4
flag thehillscrew (May 9, 2011 at 14:00)
 Be a hater all you want CRC are good no doubt about it never once have I had a problem with CRC
  • - 2
flag hugslyh (May 9, 2011 at 14:04)
 oh shit i just ordered of crc
avid elixer 5's
:S
  • + 5
flag Robmtb16 (May 9, 2011 at 14:40)
 chain reaction had a flood a while back, chances are you probably bought some of the flood damaged items which were MASSIVELY reduced in price, over the years ive spent 4000 + with crc, and never had a problem. they warrented my snapped dmr 898 frame 3 different times!!
  • + 4
flag bruc321 (May 9, 2011 at 14:43)
 Don't understand how people can have such opposite experiences. I've ordered pretty much everything I use off crc and never ever had a problem.
  • + 1
flag p-romano (May 9, 2011 at 15:37)
 I have had the best experiences with jensonusa.com , im not sure what countries they will deliver to though. If you buy things online I suggest checking them out. Not as good of a selection as CRC but great customer service and much better prices
  • + 3
flag tstep3 (May 9, 2011 at 21:21)
 yea jensonusa.com is where its at if you live in the US. idk if the prices at CRC are way better in europe but for US pricing they suck!!
  • + 3
flag MrDougie (May 10, 2011 at 2:03)
 All you American and Canadian punters should stick to your side of the pond. We'll stick to ours. Obviously companies are more likely to make mistakes when they are sending an order thousands of miles away. Better off finding a good deal over there, if you don't any hassle.
  • + 5
flag Antron (May 10, 2011 at 2:38)
 There are just as many European's complaining about them as North American's, don't be an ass.
  • + 7
flag MrDougie (May 10, 2011 at 3:11)
 Sound mate Smile
  • + 1
flag tom-cuthbert (May 10, 2011 at 3:20)
 SIRWonky

In places like New Zealand, where we don't order in 10 thousand Lg1+s at a time, it gets very expensive to buy things locally, as the fewer you import, the more expensive it is to import them. And we have a very VERY low selection of what we can actually buy. From CRC I've bought half my stuff on all my bikes, because its 25-35% cheaper than any shops here. And I can actually choose what I want.
[Reply]
  • + 7
flag bikerbert1 (May 9, 2011 at 10:51)
 well if your that good would you like to stop someone getting my card details next time guys thanks never much
[Reply]
  • + 4
flag npyke (May 9, 2011 at 13:31)
 Haha they do say give some one a bad service and they tell eight people give them good service they tell one..

If im honest, they've been absolute babes with my orders, ordering a brake that wouldnt fit my bike due to my lack of knowledge and happily refunding it, same wise with a stem.. ordering a set of earphones which i broke 29 days after i bought them and happily refunding my money, wouldnt you say that is good service?!

I personally find, by ringing them you get a much quicker response, with in minutes rather then waiting around for an email.. Weirdly enough, i beleive i always get the same bloke on the phone haha

Just recently did i order my seat post and convertors (its a monthly thing, ordering of crc usually the last friday if you get me (payday Wink )) so hopefuly putting in this reply they'll give me a free bike or something? please? haha

will hopefuly continue to use CRC for a long time coming!
[Reply]
  • + 3
flag T-woot (May 10, 2011 at 0:12)
 Globalization - the compression of time and space. It has reached far into all corners of the world, all societies and peoples - a topic of great debate. Constantly searching for the next greatest good through media and internet aren't we? Forgetting about the tangible interaction that is to be had when venturing out into the world. Forgetting what the world looked through our young eyes. Get to your LBS when the wallet permits, your taxes will stay in the right place and you promote a sense of community that is felt locally rather than globally. The internet is amazing, everybody likes deals but things are going to have to change again eventually. Even the best chains stretch to the point of replacement.
[Reply]
  • + 3
flag mountguitars (May 9, 2011 at 17:18)
 i had a good experience with CRC though it took longer than expected for my package to arrive. on their website, they kind of under estimated how long the package actually gets here to canada but i received everything i ordered in good condition. and their prices are hard to beat most of the time. hopefully, i wouldn't have to email or call their customer support the next time i order.
[Reply]
  • + 3
flag teamdoa (May 9, 2011 at 12:01)
 They seem to be going a bit "PLAY.com". I remember the days when you ordered something and you could almost guarantee it would arrive next day if ordering from the UK. My recent order said prcocessing for 3 days even though all items were in stock. I rang them and they said they had now sent it even though it still says processing on the website.
[Reply]
  • + 4
flag davidod2001 (May 9, 2011 at 10:12)
 Wow, that is cool. Now I know how orders should work.... not like my order im still waiting on from CRC which has got no where near my bloody door!
  • + 3
flag wesdadude (May 10, 2011 at 4:11)
 If anything goes out of stock your stuffed. Through various things my order took over a month to arrive; I spent all of February without a bike and it sucked.
  • + 2
flag cydaps (May 10, 2011 at 9:11)
 @wesdadude couldn't agree more. It seems to be taking an age to process orders for standard delivery at the moment. I've had orders for items in stock (on the website) that have taken over 4 days to be dispatched, then I have to wait for the postage. CRC used to be so good. Place an order before about 3pm and quite often it would arrive next day or at least day after....... Automation is great when it works!
[Reply]
  • + 3
flag loamranger (May 9, 2011 at 14:57)
 CRC have exchanged items even after 12 months, they will match lower prices, fast delivery, comprehensive range of makes and spares.....what is there NOT to like?
[Reply]
  • + 1
flag Matt76 (May 12, 2011 at 14:33)
 Well i will never moan if my items are slightly late again thats impressive. Just a shame that CRC didnt notice that some online fraudsters where hacking into thier website and stealing customers bank details. I got caught by this so did loads of people. My bank where fully aware that the fraud came via CRC but CRC denied all knowledge. Its not CRC’s fault but it would have been nice if they notified existing customers and advised them to use paypal instead until the problem was sorted. Still it hasnt stopped me using them and it certainly wont in the future!
[Reply]
  • + 1
flag ZakAttack (May 25, 2011 at 12:40)
 I ordered 2 tires, and 2 tubes last Sunday. Still has yet to be dispatched, even though they claim "Next day dispatching"
I guess it was a busy weekend, but this is unbelievable. I even paid extra for faster shipping, as I need those tires for Ride for Heart coming up.
[Reply]
  • + 4
flag cornwallextreme (May 9, 2011 at 12:32)
 so where was the stage where you details get nicked and your account gets emptied?
  • + 1
flag hugslyh (May 9, 2011 at 14:08)
 shit does this happen? i just ordered of there!
  • + 1
flag cornwallextreme (May 9, 2011 at 14:51)
 paying by paypal is ok, here have a look, a few people got properly done over
http://www.southerndownhill.com/forum/index.php/topic,244075.0.html
[Reply]
  • + 1
flag llarrggee (May 10, 2011 at 3:14)
 I have brought loads of products off CRC over the years.

I know its nice to support your LBS but most of the time they don't have what you want / need.

CRC are good, but their prices are not as amazing / cheap as you first think.

Lots of other online bike shops now do free post so its always good to ship around.

CRC just win because of the amount of stock they have. If you want something they normally have it and if they don't there will be something similar.
[Reply]
  • + 1
flag BikerBob21 (May 9, 2011 at 22:46)
 i am i the only whos package isnt on time one cause this is my first time ordering of them but any ways i ordered a bmx seat and some mountain bike bars a week ago and it still inst here and it says 3 day shiping. plus on the website it just keeps saying "processing" for the order status.its starting to piss me off.
[Reply]
  • + 4
flag Jamieep (May 9, 2011 at 11:03)
 Haha, thats pretty sick, Don't know why everyone is moaning about delivery times,, their always promp with my packages.
  • + 2
flag sweeneyrider (May 9, 2011 at 11:16)
 Haha Same, mine always come in like 24-48 hours!! Lucky us i guess Big Grin
  • + 2
flag rectum (May 9, 2011 at 14:40)
 i'm across the pond i get them in 3-5 all the time and never had a f*ck up and i managed to purchase everything at decent cost with knowing i'm going to get taxed by my own government upon arrival this site is awesome if you know what your looking for if your getting something new your better off to go to the shop to see if its compatible
[Reply]
  • + 1
flag mbrown95 (May 10, 2011 at 23:20)
 I live in Panama. No speciality bike shops for MTB's and the Gringos won't take your credit card. I ordered a helmet and it took about 4 weeks to get to me. A week of that it was sitting in a Panamanian storage room. Customer service rep was all over it with about 4 emails. I was very happy with CRC and would happily use again. Amazing machinery, how do you get to that level of investment for packaging JUST cycle goods?? Good job from my corner!!
[Reply]
  • + 1
flag Arking (May 9, 2011 at 17:03)
 Yeah, I had some credit details nicked via CRC too. That said, I contacted them and they confirmed there had been a brief security breach which has now been independently audited and fixed.

They gave me a gift voucher by way of apology so no hard feelings, security problems happen to even the biggest/best websites around. Felt like pretty good customer service to me Smile
[Reply]
  • + 5
flag panzer103 (May 9, 2011 at 9:59)
 Amazing! CRC does kicka**. That would be a warehouse job I wouldnt mind.
  • + 1
flag Crockett (May 9, 2011 at 12:33)
 Yup for sure, I should forward over my resume and see what happens!
And what kind of staff discount would you get??

Anything under £1,000. Wink
[Reply]
  • + 4
flag bluezac17 (May 9, 2011 at 10:18)
 ah, so this is what heaven looks like eh?
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  • + 1
flag spkeyandy1 (May 9, 2011 at 13:13)
 yeah they got my details aswell ive never ordered owt since although i do i want to i just wont get ripped off again. a big company like that and some little skank sells your card details. what a bunch of nobs
[Reply]
  • + 1
flag markbowers (May 10, 2011 at 2:49)
 i had my account details stolen, next time i will use paypal to pay them....shit internet security i guess or something.... it was going to happen soon.


never had any problems really with CRC apart from this...
[Reply]
  • + 1
flag davide2tempi (May 9, 2011 at 12:42)
 I ordered few things, everything arrived. all good, CRC is number one....... but, ...spend few bucks on a proper shipping method, or you can get your items lost in ....space!ahaha
[Reply]
  • + 3
flag toulioss (May 9, 2011 at 13:09)
 2 out of 5 orders that i made were delayed for 15 days, even though that all items ordered were 'in stock'.
  • + 1
flag toulioss (May 10, 2011 at 4:22)
 Excuse me, not ''delayed'' but ''dispatched'' after 15 days of my order's acceptance, after my complaints i got a 5 pound refund.
  • + 1
flag cydaps (May 10, 2011 at 9:14)
 Yes, that's what I'm experiencing at the moment. It's the delay from "Order" to "dispatch" that's my issue. If something's marked as in stock on the site, why does it take many days to dispatch.....? It's just a case of picking it off the shelf, putting it in a box and mailing it. I'm still waiting on a response to my complaints. Frown
  • + 1
flag toulioss (May 10, 2011 at 9:58)
 apparently there is a huge lap on their system of labeling the items as ''in stock'' or not. Also, i was trying repeatedly to call them but i was in waiting line for over 5 minutes without getting serviced(i was charged international calls) and they answered my emails with a 4 days delay, i understand that the volume is very high but that's not a good customer service
[Reply]
  • + 2
flag bikergirl17 (May 12, 2011 at 15:08)
 Crc = awesome Smile
Royal mail = sh*t Frown
Fact!
Post takes sooo much longer these days
  • + 1
flag Crockett (May 20, 2011 at 9:57)
 Is it because the Royal Mail is privatised now?
[Reply]
  • + 1
flag tom-cuthbert (May 9, 2011 at 22:56)
 'I hope you get your order fast and on time'

Well... I made an order on the 28th of April, with the 4-6 Day delivery time, it got here yesterday. 5 days late.
  • + 1
flag DirtyDee (May 10, 2011 at 2:42)
 I think you are forgetting that over here there were 2 public holidays within that time in which CRC or the delivery services will not have been working at full capacity.
  • + 1
flag wesdadude (May 10, 2011 at 4:37)
 You got nothing on me. I ordered on the 27th of Jan and didn't get my stuff until early March.
[Reply]
  • + 1
flag moonunit (May 9, 2011 at 17:46)
 I've noticed that all the people complaining about no customer service and long delivery times are people from North America. js.
[Reply]
  • + 1
flag Enduro27 Plus (May 10, 2011 at 10:11)
 to bad it takes like two months to ship to CA, anyone in CA, buy from pricepoint
[Reply]
  • + 1
flag KevSong (May 10, 2011 at 0:06)
 this is like a mini version of the 11 acre, 14 airplane loading dock and a runway UPS central hub.......
[Reply]
  • + 3
flag FLY1NGF1SH (May 9, 2011 at 14:03)
 heh. he said lorry
[Reply]
  • + 2
flag DTDUNCAN (May 9, 2011 at 10:38)
 Im headed there on Wednesday for a personal tour - cant wait!
[Reply]
  • + 1
flag rjmc (May 9, 2011 at 12:14)
 Wow, impressive machine - how come it took 3 days for my order to be dispatched?!
[Reply]
  • + 1
flag chrisbrown (May 9, 2011 at 15:34)
 IMPRESSIVE, ive used CRC for years and spent thousands with them never had any issues at all, keep up the great work CRC
[Reply]
  • + 1
flag Shredder-boy (May 9, 2011 at 10:34)
 Have they sorted out all the problembs that they were having with card fraud yet?
  • + 2
flag Matt76 (May 12, 2011 at 14:55)
 Think they have but when myself and a few of my mates who got caught phoned them up they denied all knowledge!! I've been using paypal since and no problems
[Reply]
  • + 1
flag zorba73 (May 9, 2011 at 19:42)
 Whoever said that forearm tattoos were 'job stoppers' was wrong. You can always get a job in the CRC warehouse!
[Reply]
  • + 1
flag lenmerderdenfer (May 9, 2011 at 10:23)
 Thanks CRC boys and girls! You'll be seeing my name and address soon!
[Reply]
  • + 1
flag dnsukraine (May 9, 2011 at 11:37)
 thank you for your big job!
[Reply]
  • + 1
flag boo86 (May 11, 2011 at 8:49)
 That guy sounds like he's from Gateshead. Where's the warehouse based ?
  • + 1
flag Matt76 (May 12, 2011 at 14:56)
 Ireland
[Reply]
  • + 1
flag Exxun (May 10, 2011 at 10:40)
 waiting for my package now for 11 days Frown hope it will arrive anyway
[Reply]
  • + 1
flag SantaCruzRidaaa (May 10, 2011 at 6:39)
 I swear I saw my new Brakes Wink
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  • + 1
flag trekbro (May 9, 2011 at 19:45)
 this is the biggest local bike shop killer.
[Reply]
  • + 0
flag pokalface (May 9, 2011 at 15:28)
 that is so sick,but i wanna see on how they do it in making the parts where it came from....
[Reply]
  • + 1
flag dillonchamberlain (May 9, 2011 at 13:35)
 too bad it takes three months for them to ship.
[Reply]
  • + 1
flag joe-dmr (May 9, 2011 at 13:20)
 that place is HUGE, am i right in hearing him say 100,00 square feet
  • + 1
flag JHewitt (May 10, 2011 at 12:27)
 if you actually mean 100,000 square feet then yes haha
  • + 1
flag joe-dmr (May 10, 2011 at 12:43)
 haha
[Reply]
  • + 1
flag hendu (May 9, 2011 at 22:20)
 Fast and on time lol.
  • + 2
flag justincs (May 9, 2011 at 22:58)
 i got an order from crc took almost 2 weeks, I actually forgot what i ordered, it was like a surprise 2 me from me, their not as cheap as pricepoint, and not as fast as jensonusa, as far as msrp goes just keep buying at your LBS not jumping from shop 2 shop, they'll give u good deals , msrp is 4 one time buyers, i just bought a new bike for my son at my LBS ( different bikes burnaby ) they gave me 20% off msrp 2011 giant xtc 20, and they had to order it in , less than a week, my boy is stoked!!!! ( THANX DIFFERENT BIKES) sorry CRC i can't be bothered!!! i use online for cheap stuff tires, brake pads etc, but if u need warranty and service and u will, buy complete bikes, forks, cranks, pedals,brakes, deraillers, fancy seatposts, at ur LBS also ask about OEM takeoffs i got a new wtb seat off a new bike for 25 bucks....go 2 ur LBS and don't pay full retail...that's it i'll shut up now!!!!
  • + 1
flag hendu (May 10, 2011 at 9:02)
 I was playing on the face that he said fast and on time, kinda the same thing.
  • + 2
flag JHewitt (May 10, 2011 at 12:29)
 to be fair, they do have to send it all the way to canada too...
  • + 1
flag lucasdupuis (May 11, 2011 at 11:43)
 2 weeks is not that long.....
  • + 1
flag lucasdupuis (May 11, 2011 at 11:43)
 do you think its better to order all the parts at once or one by one?
  • + 1
flag hendu (May 11, 2011 at 11:55)
 All at once
  • + 1
flag lucasdupuis (May 11, 2011 at 12:03)
 Wouldn't you think that would take longer?
  • + 1
flag hendu (May 11, 2011 at 12:04)
 Cheaper shipping is worth it.
[Reply]

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