‘The Internet has made it easier to shop for certain things, but that doesn’t always mean better products, better service, or even lower overall price.’ That’s part of the message of website BikeRoar.com. The website is working together with local cycling retailers and industry manufacturers to drive sales directly to independent bicycle dealers.
According to BikeRoar President Chika Sakane, “Visitors come to our site to learn about bicycles, products and accessories. If they see something they are interested in, our geo-targeting helps them find a nearby dealer who carries that product.”
BikeRoar notes that over 80% of current cycling consumers conduct online research before making a purchase. BikeRoar’s goal is to direct those consumers to buy from local retailers ‘instead of from the large online-only retailers that do not honour MAP (minimum advertised pricing) pricing.’
BikeRoar also produces a broad range of content that aims to educate consumers about the importance and benefits of buying from an IBD as opposed to online.
By working directly with bicycle dealers and manufacturers, BikeRoar.com has been able to create a huge inventory of products and information.
“Our website contains listings and reviews of nearly 50,000 bicycles, parts and accessories,” continued Sakane. “We also have nearly 5,000 bicycle retailers listed on the site. It’s a lot of work to keep up to date, but there’s really no other cycling website with the information and capabilities of BikeRoar.com.”
BikeRoar.com not only works with manufacturers to get information, but it also partners with thousands of bikes shops. The website allows bicycle shops, at no charge, to register their bike shops and upload locations, contact information, and product lines carried. For a small fee, bike shops can also update their listings with sales, prices and availability, making it a powerful marketing tool to drive customers to their shop.
BikeRoar.com has created a portfolio of additional resources for manufacturers and bike shops, including articles, customer lists, point-of-sale marketing resources and a proprietary email tool to help dealers reach more customers and drive repeat business.
BikeRoar’s automated email-marketing tool ‘allows independent retailers to leverage their existing customer database through targeted communication that builds meaningful customer relationships.’ With mobile-friendly design layouts and engaging content, BikeRoar’s email marketing platform allows retailers to efficiently reach a specific target market, driving the right customers directly to their store.
Using BikeRoar’s database of over 50,000 products, retailers can choose to fully customize their message or simply click on the products they wish to promote and add pricing—BikeRoar takes over the rest and automatically populates product names, images, and specs – offering a saving in time for busy retailers.
Retailers can also utilize BikeRoar’s existing mountain bike and road cycling content and easily customize emails by adding their own shop news and promotions. BikeRoar’s email newsletters take as little as 5 minutes to set up and there is no limit to how often a retailer can send a professional looking newsletter directly to the consumer they intend to reach.
In further support of the IBD (independent bicycle dealer), BikeRoar offers their extensive knowledge of product merchandising and sales techniques through downloads and free webinars that educate retailers on sustainable and effective business practices. Helpful lessons that teach better promotions, strategies, product placement, and social media marketing are a sample of topics covered in BikeRoar webinars.
At the end of each session, the forum is opened to question and answer discussions creating an open dialogue that encourages the exchange of useful information.
“While the brick and mortar retailers of many industries are facing tough online competition,” said Sakane, “We’re giving bike shops tools to not only fight back, but ways to find and reach new customers.”
