While the consumer-direct model has spread through Europe in recent years, many cyclists still don’t want to shell out thousands of Euros sight-unseen. So consumer-direct companies like Rose Bikes have started to build brick-and-mortar retail stores to reinforce their brand and connect to customers in a real world sense. We had a chance to stop in at Rose’s first concept store in Munich, which opened last fall and it seems to nicely bridge the gap between their internet shop and their customers. Read on to see how they are reaching out to the internet bike shopper….
A key feature from Rose is that every bike is built-up for the individual, after they go through an online configuration tool that makes swapping out components easy. The Biketown store brings that online bike builder into the shop where each bike line gets a tablet to highlight the individualized customization available.
The Biketown Munich shop does a pretty good job merging online sales with brick-and-mortar retail. It sits in an urban shopping mall which seems a bit strange at first, but the sales team says that it is more important that the store is easy to get to as they have a lot of customers that travel to Munich to see the bikes up close before ordering. In the end the draw is to configure your ideal bike on the tablets and large screens in the store with the end products right in front of you. To connect to customers the store also provides regular service from a mini bike shop in the back.
There is even the chance to do bike sizing, saddle fitting, and even a process of 3D foot scanning to determine which manufacturer has the last that best corresponds to your foot. With the foot scanning Rose has a database of all of the shoes it sells – from the likes of Shimano, Sidi, Gaerne, Vaude, Rose’s house brand and others – and can recommend those that will have the best fit. And all of this custom fitting comes for free for those planning to build a bike with Rose.
The final configuration can even be started at home and finished in the store with the help of the staff. Like all Rose Bikes, they are then individually assembled, and it can be picked up later in store or shipped direct, in a typical 2-3 week turnaround for the fully customized build outs.
