No surprise in the age of the internet – online sales continue to grow. For most bicycle companies the decision to open sales to the internet seems not to be a question of if, but a question of how. A number of companies have already made some attempt at integrating online sales with their brick and mortar dealers, but with mixed reviews from those ultimately at the end of the line. Fuji’s parent company ASI hopes that their ‘Click and Collect’ program will be the answer to not only selling more bikes, but helping out their dealer network at the same time.
According to Fuji Bikes’ president, Patrick Cunnane, the key point to Fuji’s program is that there will be no revenue sharing which makes it sound like the dealer will end up with the same margin that they would on a bike sale from their floor. Also, the program is open to all retailers who qualify and will provide access to the entire Fuji product line – so you don’t have to stock that $9999 SL 1.1, but you can still sell it. Fuji will be working with SmartEtailing to integrate their Supplier Sync tech into dealers’ websites, and also will be working with ORIS Intel to monitor MAP policy.
It may not solve the problem of a customer ordering the wrong sized bike, but it sounds like a pretty good opportunity if you’re a Fuji dealer starting July, 1st…
PHILADELPHIA, June 10, 2016 — Early in the 2017 model year Fuji Bikes will continue its 117-year evolution when it partners with its retailers to more seamlessly sell bicycles to consumers.
Pat Cunnane, CEO of Advanced Sports International (ASI), announced the Omnichannel model approach last week at the Philadelphia-based company’s 2017 model year sales meeting. Cunnane emphasized that the goal is to offer Omnichannel sales touch points to drive consumers to stores where the retailer controls the transaction and collects the payment from the consumer.
“Today, in the world of Uber, Amazon and AirBnB, we know that consumers are changing the way they buy things – including bikes. We need to change. We need to continue to adapt,” Cunnane said. “We are going to be driving Fuji sales via our website and mobile platform to our retailers’ stores. And we will be allowing our retailers to sell the complete Fuji product line online.”
Cunnane told more than 60 U.S. retailers that ASI is investing in new resources and tools to support its move to online sales. ASI, which owns six bicycle brands, is partnering with SmartEtailing to utilize the company’s POS data-integration services. ASI has also hired Oris Intel to monitor its MAP policy. Most importantly, Cunnane said, is the creation of ASI’s new Retail Services Department headed by Joe Wentzell, who for 16 years owned Breakaway Bike Shop, a successful specialty bicycle retailer in Philadelphia.
“Fuji has a great network of retailers who are working creatively to remain competitive in their local retail market,” said Joe Wentzell, Director of Retail Services. “ASI recognizes that we’re the wholesaler and we want to support our retailers by utilizing the best technology available to drive consumers to their businesses.”
SmartEtailing’s Supplier Sync technology provides qualifying retailers access to real-time product sourcing. Supplier Sync offers a single point of integration that ensures ASI’s brands’ products are displayed on retailer websites even if those products are not available in the retailers’ own inventories but are available from ASI warehouses.
“We’re thrilled that ASI is launching Supplier Sync with all their brands,” said Dorothy Nichols, Sr. Director of Supply Chain and Content at SmartEtailing. “Instead of consumers buying their products through online-only ecommerce sites, our services channel sales of Fuji’s products through local brick-and-mortar retailers, which is a win for the entire industry.”
ASI will also be working with ORIS Intel to monitor its brands’ MAP policy. ORIS Intel’s PROWL, a SaaS that alerts businesses of MAP violations and identifies anonymous sellers, will help Fuji maintain price integrity in the market.
Additionally, ASI, which owns Fuji, Breezer, Kestrel, SE, Phat and Oval Concepts, is building new, consumer-facing websites and mobile platforms for its brands designed to engage consumers and ultimately send them into qualified retailers’ stores who stock ASI’s products.
ASI’s full transition to the online sales model isn’t entirely new. The company currently allows its brands Kestrel, SE and Breezer as well as some Fuji models to be sold online through its retailers.
Looking forward, Cunnane said adopting this Omnichannel sales plan will ensure ASI remains a growing and profitable company that will allow for better bikes at a better value to customers.
ABOUT Advanced Sports International
Advanced Sports International (ASI) is a privately held corporation located in Philadelphia, Pennsylvania with more than 80 distributors in 50 countries. ASI markets a full line of premium bicycles and parts and accessories under the Fuji, Kestrel, SE, Breezer, Phat Cycles and Oval Concepts brands. For more information about ASI and its brands, please visit www.advancedsports.com.
SmartEtailing is the leading provider of website marketing solutions and data integration to the specialty bicycle industry. The company’s tools and technologies along with the recent acquisition of Harvest Retail Marketing’s suite of custom design services provides turnkey marketing and sales solutions to meet the specialty retailer’s and their suppliers, business goals toward success.
SmartEtailing updates and adds nearly 10,000 brand products monthly to its catalog library making it the largest content database of bicycle products in the world. Other services developed by SmartEtailing include Buy Local Now which enables brands to link online customers to local stores, Supplier Sync, technology that displays warehouse inventory on retailer’s websites for expanded selection, and increased sales, and MAP Protection Service that regulates and protects MAP pricing among dealers and suppliers. For more information, visit www.smartetailing.com.
ABOUT ORIS Intel
ORIS Intel, the leader in channel enforcement solutions for manufacturers and brand owners, helps monitor and enforce price policies such as minimum advertised price (MAP). PROWL, ORIS Intel’s Software as a Service (SaaS) application assists manufacturers in proactively managing their channels, streamlines the monitoring process and links multiple points of data into one resource. PROWL increases margins in support of delivering a great brand experience for consumers and drives sustainable revenue growth with trusted partners. For more information, visit www.orisintel.com.