I recently had the opportunity to visit and take photos of Trek’s flagship store in Sydney. (Thanks to the team and management!)
For over 40 years this store was known as Clarence Street Cyclery, which was founded and run by the Cook family.
Throughout this time, Clarence Street Cyclery, which sold many different bike brands over the years, was the gold standard against which other Australian bicycle shops could compare themselves in terms of presentation and profitability.
Trek took over the business a few years ago and have since re-fitted the store in their corporate style.
Although most of the same fittings and displays can be seen in other Trek owned stores around Australia, some are unique to this store.
In sharing this article, I’d like to first stress that it’s not implying that Trek is the only major brand that’s doing great retail fit-out and merchandising in Australia. For example, within a few blocks on the same side of the same street in Sydney you’ll find both Giant Sydney and Jet Cycles that has predominantly Specialized fitout and stock.
Both of these stores are also presented to a very high standard, as are the Sheppard Cycles’ My Ride stores and those of other bike brands.
Many P&A wholesalers also do great POS (point of sale) displays and fit-out. Shimano have also partnered with selected dealers to do complete makeovers of their workshops, also to a very polished standard.
Overall, when it comes to the benchmark level of bike store presentation in Australia, the bar has been raised steadily and significantly, particularly in the past two decades. During that time many of the importer/wholesalers became subsidiaries of the global brands and had more resources to help their dealers, not just in fit-out cost but design services and access to experts.
This is just as well, because as an industry, we’re competing against a wide range of retailers of other consumer goods and services. Most of them are even better presented than bike shops.
All of this means that if you’ve done little or nothing to upgrade your store for years, you’re probably falling behind. If you’re thinking of upgrading, then hopefully the following photos and comments will be a useful resource for you.
Not every aspect is applicable to every store, but here’s 11 photos and ideas for your consideration.
1. Notice the consistent tag line of “Bikes · Service · Gear” that’s repeated on the street sign, above the door and again in small lettering at eye level on the entrance doors. This is also repeated inside, as is the slogan “Ride Bikes · Have Fun · Feel Good”. Automatic sliding doors are expensive, but a great feature for any bike shop as they make it easier for customers to bring their bikes in and out.2. Being in the centre of Sydney, this store is on one of the most expensive, highest foot traffic locations of any bike store in Australia, so their store window displays are relatively more important. They’ve always been both professionally done and impactful. Even if you’re in a quieter suburban or country location, your street appeal matters.3. Not every shop has the luxury of high ceilings, but if you do, you can use them to dramatic effect.4. Swing tags can help sell bikes when you’re busy serving other customers. These swing tags emphasise the benefits, rather than too many technical specifications that don’t mean much to many of your customers.5. The store trades on two levels with the more affordable bikes, bread & butter P&A and workshop check-in area all being on the ground floor. Then most of the higher end bikes and apparel are in the basement level and the workshop in the lower basement. It’s a historic building and the Cook family had already stripped it back to show off the heritage elements.6. You’ll sell more bikes if you sell the sizzle not just the sausage! In other words, highlight local rides, clubs and other experiences. Throughout the store there are also boards like this one for road rides and family rides, plus large wall displays of featured rides.7. P&A should be neat and well ‘faced’ ie everything in line and brought to the front, with no gaps or empty hooks.8. Trek globally was founded in this American red barn in 1976. Trek have since restored the barn and use it heavily in telling their brand story. Your business also has a unique story that you can share with your customers to build loyalty and ultimately price differentiation – being able to charge a premium for your brand (or at least reduce discounting in tough times), which is a key to profitability.9. In such a high rent store, they need to sell more high end bikes, but still want to be a full-range store. The solution? Stack the kids’ bikes and lowest priced adult bikes in a triple height rack and put them in the far back corner. They’re still accessible, but taking the least possible amount of space and earning the high return per square metre needed to make this business work.10. It’s a challenge to entice customers to go downstairs, so having the transition as open as possible, both via the glass balustrades and lack of clutter, helps. Few other bike shops trade on multiple levels, but you might have a second shopfront with a small access through the wall, a back room, L shape or other challenge that makes one part of your store better than the rest. Keep your sight lines as open as possible. Make it bright and enticing.11. This display is a nice homage to the store’s history. If you’re in Melbourne you should also check out the great job Specialized did when re-fitting the century old Beasley Cycles which has an amazing collection of early racing trophies and other artifacts, while still making the bikes on sale to be the heroes.
Trek can count on internal marketing /merchandising team for concepts, themes as well as actual product displays. What of independents? Where do you go that doesn’t cost an arm and a leg to come up with proposals to rejuvenate stores?
For independents, an aesthetic shouldn’t be corporate or cookie cutter though. How do I want the customer to feel when they walk into a shop?
Nice bit, Phil. Trek recent push of concept stores is very impressive.
I began induction to run the awesome new Warrawong store, but sadly, family matters were more pressing. The layout and drive-through is where I’d always hoped the industry would arrive at.
Deane is a passionate GM and will no-doubt drive Trek to the head of the market.
Thanks for the article. The tips are all relevant but it’s always about the people. I was there for almost twenty years and it’s the people I worked with I remember the most. We were all family.
Trek can count on internal marketing /merchandising team for concepts, themes as well as actual product displays. What of independents? Where do you go that doesn’t cost an arm and a leg to come up with proposals to rejuvenate stores?
For independents, an aesthetic shouldn’t be corporate or cookie cutter though. How do I want the customer to feel when they walk into a shop?
Hi John Thacker, Kevin Lee here from Papanui cycles nz, we had great times when we worked together.
Best store ever as far as I am concerned and Tony the best Boss to work with.
You can always catch up via email
kevin@papanuicycles.co.nz
64 3 352 7495
Nice bit, Phil. Trek recent push of concept stores is very impressive.
I began induction to run the awesome new Warrawong store, but sadly, family matters were more pressing. The layout and drive-through is where I’d always hoped the industry would arrive at.
Deane is a passionate GM and will no-doubt drive Trek to the head of the market.
Thanks for the article. The tips are all relevant but it’s always about the people. I was there for almost twenty years and it’s the people I worked with I remember the most. We were all family.
Hi John Kevin Lee here,.
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Hi John Thacker, Kevin Lee here from Papanui cycles nz, we had great times when we worked together.
Best store ever as far as I am concerned and Tony the best Boss to work with.
You can always catch up via email
kevin@papanuicycles.co.nz
64 3 352 7495