If you’ve ever bought anything online, bike related or not, this might give you a perspective of what challenges local retailers face and why companies like Atomik are taking steps to get more people in their local bike shop.
Browse past the break and see why companies like Atomik are trying to get people off the couch and back into the shop, and why this may be a good thing we see more of in the future…..
The buying habits of consumers has never remained consistent since the dawn of time. From the first barter system, to the the birth of currency, the advancements in transportation of goods, to the current global network we know as the internet. Retailers have scrambled throughout time trying to adjust, grow, and sometimes just stay in business. Though the internet is the current challenge for brick and mortar retailers, is it nothing other than just another generation of an ever-evolving marketplace?
One major drawback to all of this, and not to just the local businesses, but to the consumer as well, is with this pattern, the loss of personal service and care to the customer occurs. Over time, with every change made to make items less expensive and easier to obtain, it has diminished the level of customer service to the consumer. Retailers have had to make adjustments to survive that sometimes involve stocking fewer items and paying lower wages which in turn cause fewer impulse buys and make it harder to retain quality employees. Add to that the consumer’s expectations being higher than ever for immediate receiving of goods and ultimate customer service, (or they might Yelp at them)…….. See the cycle here?
While the number of cycling consumers and dollars spent is on the rise, the number of local bicycle shops (LBS), have declined simply due to a rough adaption to the blazing rate of today’s market place. If you want to nerd out a bit on the direction of our industry in regards to where the LBS was and is heading, here is a great article from The American Bicyclist blog by respected consultant, Jay Townly.
Now look at a company like Atomik whose carbon rims and bars we’ve recently covered at Interbike as well as their foam core fat bike rims. They are not a powerhouse brand like Shimano who the industry is practically dependent on. They are a growing brand in a highly competitive marketplace where there are far more of brands to compete against than ever (hence consumers have more choices). Despite the number of online purchases increasing, without having a brand in the hands of specialty retailers, where it can get (direct) exposure to the consumer, growth and sustainability is all but impossible. This is the catch 22 where Atomik wants to change things.
To further show Atomik’s commitment to the LBS, their new “Direct to Consumer” online sales model is designed to allow consumers to purchase their products directly off of Atomik’s website, to which Atomik will direct the consumer to Atomik’s nearest “top-tier” stocking dealer to pick up their product. A check to the dealer will arrive with the shipment reflecting the set margin as if the shop sold it directly off their floor, (“top-tier” stocking dealers will be privy to higher margins). Atomik says that by including the local dealer in the consumer’s purchase, they’re exposing the consumer to a better level of service that reflects their brand as well as increasing their brand presence at the dealer level to gain better exposure all while supporting the local shops.
From Atomik:
“We’re a generation of online shoppers seeking instant gratification, more choices and less hassle,” said Kevin Lineberger, Atomik’s vice president. “The goal is to expand the visibility and availability of the brand, while honoring the commitment we made early on to support local bike shops.”
“We believe in our IBDs, but can’t ignore the fact that the internet exists and it’s a huge marketplace. We’re investing in the growth of the brand as well as our dealer network while making it easier than ever for the consumer to ride the best,” said Lineberger. “The goal here is to benefit everyone.”
All products will be available for purchase at AtomikCarbon.com for full MSRP with shipping and handling charges included to the closest Top Tier dealer. If there is not a local Top Tier dealer, product will be shipped to the closest non-stocking dealer. Fulfilling dealers will receive a check along with the product shipment reflecting margin.
A new shopping cart feature will be live on the site beginning Monday, November 16, 2015. Until then, consumers can use the temporary Direct Sales inquiry form found on the site.
