Engaging and Retaining the New Customer

We need to focus on engaging and retaining the new customer that is finding us during this time. Right now, in the middle of the COVID-19 pandemic, bicycle retailers are exhausted. Many are working with reduced staff in a stressful environment, mostly as frontline workers. All the operating procedures you worked to develop, implement, and fine-tune have been thrown out the window. But there is an opportunity not to be missed at this moment. Many people are talking about a new bike boom as we see bikes daily that have not seen the light of days in years. Other new customers are snapping up new entry and mid-level bikes at a fantastic clip. For those who are open, reported sales are quite brisk.

The New Customer

Who are these people and why are they in your stores right now? They are all those folks who were taking yoga classes and hanging out at the gym for exercise. They are laid-off workers and students with no classes to attend. For a variety of reasons, they have not been to a bike shop in years. They are looking to get some exercise and get out of the house, which has been deemed acceptable. I have seen these people myself out hiking, riding the bike paths, and wide-eyed on the mountain bike trails. Areas once quiet on a weekday afternoon are now busy.

Catch Them While You Can

The yoga aficionados, gym rats, and others are highly likely to resume their old ways of exercising and recreating. But we have some time on our side. It will be a while before most people, even as restrictions are eased, will feel comfortable heading back to that yoga class, or wondering who last used the elliptical trainer. Who will want to sit through a spin class with everyone breathing hard and sweating buckets when that newly tuned or newly purchased ticket to fresh air and freedom is in the garage? Why spend the money on the expensive gym memberships and drop-in yoga classes when outside is free. The bicycle industry has a great opportunity here.

Acquire and Retain

Back to the exhaustion, stress, and worry. Yes, those things are authentic right now. You also have a fantastic chance to add one of your most significant assets – your customer database. GET THE CUSTOMERS’ DATA! Get their name, phone number, address, and email. You are either selling a bike or repairing a bike, and this information is simple and required for bike sales and service work. Sadly, many retailers do not get all the information that is free for the taking. You have to understand that data if you hope to retain those new customers. While you may not have the time to produce an email campaign right now, the few seconds spent collecting the data to be able to down the road is huge. But, I would suggest you send some emails now, however hard it may be. Even to thank everyone for their patronage and to let them know you hope they are getting outside, said in a meaningful way.

How To Connect

If you are going to send emails over the next weeks and months, try and speak to these new customers. Engage them in a way that welcomes them into the culture, not just tells what you are selling. Let them know where to ride their new bikes with ride descriptions and personal anecdotes. Give them some essential maintenance tips. Many of these people haven’t owned a bike in years and are used to things lighting up to tell them to pump up their car’s tires or change the oil. Get super basic. Go to any bike path in America right now and sit for a spell. Half the tires are low, and the chain is squealing. Address those things. Address the sore butts and hands. Also, address the joys of cycling and motivate the gym rat. These include increasing mileage and how to do it while speaking to the meditative effects of riding to the yogis. You want to engage your newfound customers’ emotions and hook them on the bike as a long term solution and activity, not just a short term fix until they return to their previous lifestyle.

Realigning Your Businesses Purpose

This analysis is something that requires some acute insight and ability to listen. Who are these people, and what are they looking for in a bike shop? While new customers are changing their habits, you should also be thinking about what that means. As the industry has moved to higher and higher dollar items, have we been leaving the entry-level riders unfulfilled? Have we been spending too much time, energy, and product development time aimed at appealing to the enthusiast? Are your store and staff oriented too heavily in a direction that makes it hard for the newcomer to get what they need? Not just in terms of product, but also in the emotional hook to become a Cyclist? These are things to keep in mind and to make notes for the future. What if yoga, and other indoor organized fitness classes, lose some appeal even as we emerge from the pandemic? Are we ready to keep catering to these newfound cycling converts?

What Does Connection Mean?

We hear lots of buzzwords, such as engaging, connecting, authenticity, and “building community.” While this all can be a little heady and feel as if it doesn’t have a smooth application, it boils down to speaking to your customers using your voice. It also means understanding what they want and what will motivate them to come to your store. Think about what you can discuss right now and bring the apparent information on your business they can use, such as products that are solutions to their needs. You can and should also address the things that will make them feel safe and let them know you value their safety and that your store is ready to serve them in ways that appeal to them.

Last, A Plea To Connect Now

Again, you are worn out and stressed. But, do you have a laid-off employee or someone who can help? Besides the emails, you should be trying to be at least pretty regular on social media. Social media can sometimes be a pain, but it is quick, and many businesses hit home runs here. Use the above ideas to engage on social media and via email. We are in a pivotal time for retail and have a very profound opportunity to get these new sales. As well as to convert the buyers into customers by actively engaging with them to address their needs and appeal to their emotions to see cycling as a long term activity – make it easy for them!

Words by David DeKeyser

David DeKeyser and his wife Rebecca Cleveland owned and operated The Bike Hub in De Pere, Wisconsin, for nearly 18 years. In 2018, they sold the business and real estate to another retailer based in a nearby community. David now writes the Positive Spin series on Bicycle Retailer and Industry News and he writes articles for the NBDA’s blog, Outspokin’. David also provides business consulting through the NBDA’s P2 Consult Program.

 

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