In last month’s blog, we heard from two local retailers about their identification of the need to equip local cyclists for new adventures. This month let’s delve further into what that means for you.
Second waves not withstanding, travel restrictions are easing, to varying extents across the country and in different regions. Lo and behold, cyclists – those veteran to the sport and those newer to the sport who have more recently purchased new bikes – are wanting to get out and explore, near and far. Who can blame them?!
You’ve spent the early part of this year selling and servicing more bikes than you could possibly keep up with. July-August and maybe beyond is looking like there will be a slump in supply and delivery. What can you do?
How about on-selling to your recent customers? Why not help them with all the gear they need to get kitted up for outdoor adventures, journeys by bike and explorations?
For short or long adventures, a few hours or a few days, there are always accessories that any cyclist needs. And, hey, if you can contribute to the momentum and motivation to keep more people riding, this is a win-win: for you, for them, for the health of our planet and our people.
The rise in popularity of gravel bikes and gravel events is testament alone to the numbers of people choosing to explore by bike, seeking new adventures and to embrace an outdoor lifestyle.
There are many ways you can help your local customers to go explore by bike!
1. Gear Up
You know your local customers best and if you don’t – it’s time to start asking and finding out who they are and what are their key interests. What do they need to do the type of exploring that’s best suited to your region and nearby?
Is it bike-packing and overnight adventures? In which case, make sure you’ve got a great range of panniers and frame bags etc.
Is it family picnics? – front baskets, water bottles, handlebar bags…
What season is it, and what’s your local climate? Mid-winter bike-packing adventures in the mountains aren’t out of the question if you’ve got the right gear. ‘There’s no such thing as bad weather, just bad clothing,’ right?!
2. Knowledge Share
Be ready to make some suggestions for riding in your local area. Where are the best tracks and trails? Also keeping in mind different audience types and levels of ability. Chances are, you already know this, but are you passing on the information? Make sure you ask your customers where they’re riding, what their future plans are, and if they need any help with ideas.
Help your customers explore new horizons by introducing them to some of the great online route planning tools and platforms. The bike icon on Google maps is a great place to start, and then there’s the plethora of options that those of us in the industry are likely familiar with, but for which many others have not heard of: Strava global heat map to see where others ride; Ride With GPS; Komoot; All Trails; Trail Forks and others.
3. Promote the Opportunities to Explore by Bike
Some of your customers – particularly new ones – might not be aware of the opportunities exploring by bike presents. Engage them, market to them, and make them aware of the new freedom and possibilities the bike presents.
If you have an existing e-news bulletin or blog, be sure to schedule this info in. Then let your local customers know what products you’ve got to help them on their way. Suggest some places they can go. Let them know what they’re likely to need. Give them some inspiration and more reasons to buy from you!
Anna Gurnhill is Managing Director at Anna Gurnhill Consulting which provides a range of professional services in the cycling industry. Key competencies include audience research, content development, editing and copywriting, marketing, business and product development, and strategic partnership development. https://annagurnhillconsulting.com | AnnaGurnhillConsulting@gmail.com | 0400 843 858