High-end carbon component manufacturer Atomik Carbon has announced a new direct-to-consumer online sales model ‘designed to help its dealers remain competitive in the expanding digital marketplace.’
The company notes that its new program enables consumers to shop directly at AtomikCarbon.com while supporting local bike shops with an incentivised fulfilment model.
“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 honouring the commitment we made early on to support local bike shops.”
The program incentivizes ‘Top Tier’ or stocking dealers that meet an inventory quota with a higher margin than non-stocking dealers. The brand hopes this will encourage more stocking dealers, bolstering in-store visibility and availability in addition to the expanded online presence.
Atomik Carbon will be supporting the program and its dealer network with online advertising.
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, purchased products will be shipped to the closest non-stocking dealer. Fulfilling dealers will receive payment along with the product shipment reflecting margin.
“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,” added Lineberger. “The goal here is to benefit everyone.”
A new shopping cart feature will be live on the AtomikCarbon.com site beginning on Monday 16 November 2015. Until then, consumers can use the temporary Direct Sales inquiry form found on the site.
Retailers can contact info[at]atomikcarbon.com for more information.
Atomik Carbon notes that it represents the latest technological advances in carbon-fibre bicycle performance products. Engineered from the trail up to be stronger, lighter and faster, Atomik Carbon rims are ‘light, laterally stiff, vertically compliant and impact resistant, resulting in precise handling and superior ride quality.’
