Customer Retention Part 1
Contributed by Chris Baker- an employee at Putnam Cyclery, Putnam, CT and co-founder of Bakers Dozen Dog Treats; grain-free dog treats available at over 200 stores throughout New England.
While the COVID-19 pandemic has had many negative impacts, it has also handed the cycling industry a giant gift as sales grew by more than 75% in April of 2020. Industry analysts predict this unprecedented growth will continue through 2021. With a new demographic of riders, shops would benefit from a more inclusive follow-through; to invest in the customer after the sale. In my personal auto/cycling history I have had a few moments where I was made to feel like I was a member of the family, having a unique experience, and given pride of ownership. When I registered my Pinarello they sent me a welcome kit containing stickers, water bottles, and a branded hat which in turn markets the brand further. Mini Cooper did the same with t-shirts and stickers and took it a step further by mentioning area Mini Cooper clubs and events to join. This is where the industry as a whole can shine and where the industry tends to lose focus. For shop owners, it is important to get new riders into a shop or brand’s family by incentivizing the new riders to register their bike, sign up for your email list, or follow your social feeds. Once these riders are in the shop or respective brands’ family, monthly newsletters can focus on group rides, regional clubs, rider programs, rider stories, athlete spotlights, and of course upgrade or the next bike to add to the quiver. It is this level of customer service and shopping experience that leads to shop and brand loyalty and pride of ownership.
The Wall Street Journal reported that 73% of consumers love a brand because of exceptional customer service and a positive shopping experience. To get new riders in a shop or on a respective brand’s bikes, people have to know about the shop or brand. My experience has been that people have short attention spans if a shop/brand isn’t in front of them on a consistent basis. One way to stand out is to send out a thank you letter, or a small shop branded item post-purchase. With this, the customer has visible tokens beyond the bike that show shop loyalty and pride of ownership. In turn, these riders will turn to social media and other riders with their positive experience. Shops that blog, post, and produce newsletters generate 67% more leads whether it’s from word of mouth or social media (Forbes).
Another key factor is a community with group rides. Sure, there are plenty of regional clubs that do weekly rides but there is a golden opportunity to elevate these rides. Look around the region, what’s unique and/or plentiful that can make for a themed ride. Are there a lot of wineries or breweries in the area? Think about group rides and tours that center around these. Are there a lot of cafes or bakeries in the area? Work off all those calories with a bakery and cafe tour! Are there pizza shops that offer by the slice? Do a pizza tour! Whether these types of themed tours are once a month, once every few months, or whatever the frequency they promote exploration with a purpose, better community involvement, and support among cyclists and local businesses.
Whether it starts with a smile and a “How can I help you?” at the store level, or the friendly wave and “hello” when out cycling, to the follow-through post-shopping experience; the connections made between a shop, brand, and customers will continue to strengthen the cycling community.
The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.
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