How to Enhance the Bike Retail Experience: Online Booking
Elevating Customer Service By Bringing Your Store To The People
To enhance the bike retail experience with online booking has become the new norm. Before the “corona economy,” online booking was already on the retail scene. Using an online concierge from the Genius Bar to yoga classes is now the first step for premium retail experiences. That said, it has not been adopted by bike retailers at scale. While appointment-only offerings have emerged recently due to local pandemic directives, online appointments are not the norm at bike shops.
Given the new realities of Coronavirus, every process and daily routine is subject to review. The bike industry is no exception – and our retail experience deserves a better step one. In this article, I will discuss how the future was already in motion before our new normal. Most importantly, you’ll learn about how online booking satisfies customer expectations while making your life easier.
2020 BC (Before Coronavirus): Customer Expectations, Retail Challenges
Let’s start with the understatement of the year – a lot has changed in the past few months. While many of these changes feel unexpected, some of our pandemic routines were already present in our old normal. In other words, the arrival of Coronavirus just accelerated our urgency to adopt them.
For example, we’ve all fallen victim to “The Amazon Effect.” Simply put, we have fewer reasons to leave our homes or go outside. Furthermore, the convenience of e-commerce has undercut the value of one-to-one expertise that used to belong exclusively to retailers.
Collectively, these changes present several challenges for bike retailers. For instance, few online booking or e-commerce solutions are universally accessible. As a result, retailers often resort to DIY solutions that only get halfway there. However, we usually end up doing things the same old way due to a lack of resources.
The New Normal = The Best Thing For Bikes In A Long Time
Breaking news – we’re in a bike boom! Outside of inventory frustrations, there’s never been a better time to be in our work line. As we’ve seen everywhere, people are seeking outdoor activities to break free from quarantine life. Also, bikes are supplanting public transit systems due to sanitary concerns on buses and trains.
Most importantly, retailers are the go-to spot to get a new bike or get their old rig fixed. Bike shops are essential businesses in every sense of the term. However, the onslaught of demand causes us to put in crazy hours and to scramble to find ways of staying sane.
Here’s the good news – online booking is here to help. Furthermore, this isn’t just a short-term fix to get you through the boom. Before everything changed, the use of online concierge services was already becoming the new normal for retail. In short, using an online appointment calendar will pay off in more ways than one.
Online Booking: Meeting Customer Expectations, Increasing Your Accessibility
First, everyone likes to feel special – and having a confirmed appointment to meet with a salesperson or mechanic builds instant credibility. Simply put, online booking is the new step one for premium retail experiences. From the quality of the product on your floor to the level of service you provide, bike shops are a premium retail business.
However, online booking’s advantages do not end with enhancing customer perceptions. Instead of waiting for walk-ins, retailers can plan out their day much more effectively to get the most out of their staff. From adjusting schedules to align with peak traffic to preparing the team for the day ahead, there will be much less waiting for the phone to ring.
Beyond your shop floor, virtual appointments represent a whole new way to connect with customers. We all know how frustrating it is to be on the phone, trying to diagnose a service issue or describing every bike you have on the floor. With video conferencing, retailers can enable virtual sales to “walk the floor” with a customer or virtual service with a mechanic examining a customer’s bike using a smartphone. Even if customers can’t be there in person, you can now bring the store directly to them.
The Future Is Now – Online Is Your Friend
More than most, the bike industry has grappled with the best way to adopt digital solutions. However, the “iLifestyle” does not mean the end of retail. Instead, tools like online booking platforms enable retailers to reach more customers more efficiently. From real-time calendar reservations to direct links on social channels, it’s never been easier to expand your reach.
People are more motivated to get out on bikes than ever before. However, their expectations for how they get out on bicycles are not the same – and that was true before the pandemic. We can use technology to bring the best aspects of premium retail to our customers – which will never be replicated on Amazon.
In the words of a retail veteran, “we were thinking about doing this in 1 or 2 years. Instead, we’ve done it in the last two days.” We’ve all experienced several years’ worth of radical change in the span of a few months. However, introducing simple solutions like online booking can provide retailers and customers alike with a great experience from start to finish.
Words by Colby Marple
About The Author: Colby Marple is the Director of Retail Solutions at Spinlister. Before joining Spinlister, Colby has worked for 15+ years in the bike industry – beginning at Sid’s Bikes NYC before joining Cycling Sports Group (CSG). Following six years at CSG, Colby joined The Leukemia & Lymphoma Society (LLS). He worked for Team In Training – the world’s most extensive endurance sports fundraising program to support cancer research. Originally from Brooklyn, Colby now lives in Norwalk, CT, and looks after Roubaix (his 2-year-old French Bulldog).
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.
Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year.
Learn more about the benefits of being a member and join now.
Contact Rachelle Schouten, Development Director, at Rachelle@NBDA.com for more information about the NBDA.
