I was speaking with a brand last week at the Italian Bike Festival in Misano, and they talked about how they are working with dealers help increase their online marketing skills. At first, I was surprised, but then it dawned on me that the entrepreneur understands how important a healthy dealer network is for the industry. For this brand ‘A rising tide lifts all boats’, and we should all take notice.

In recent years with the rise of pure ecommerce brands like Canyon and Rapha, and marketplace behemoths Amazon and Wiggle, the importance of the dealer network for brands can be sometimes overlooked.

I get it. Ecommerce is sexy, it’s trackable, you get paid in advance! Dealers are fickle, they require support, patience, and time to develop a strong relationship. But we need them.

Why is a strong dealer network so important?

Distribution and Accessibility
A robust dealer network ensures that cycling products, including bicycles, parts, and accessories, are readily available to customers. This accessibility is essential for customers who may not have easy access to brand showrooms or online shopping platforms. Having dealers in various locations makes it convenient for consumers to find and purchase the products they need.

Customer Service and Support
Dealers provide a physical presence for customers to seek advice, get hands-on demonstrations, and receive technical support. They can assist customers in choosing the right bike or accessories for their specific needs, provide maintenance and repair services, and address any questions or concerns. This personalized service can enhance the overall customer experience and build brand loyalty. This can also be a double-edged sword depending on the quality of the dealer.

Brand Exposure
A widespread dealer network increases the visibility of cycling brands. When customers visit dealerships or stores, they are exposed to a variety of brands and products, helping them make informed decisions. This exposure can also lead to brand recognition and influence future purchases.

Test Rides
This is critical for bike brands. Dealerships often offer the opportunity for customers to test ride bicycles before making a purchase. This hands-on experience is invaluable in helping customers find the right fit and style of bike. It can also lead to upselling as customers become more comfortable with the product.

Local Market Insights
Dealerships are often deeply connected to their local cycling communities. They have insights into regional preferences, trends, and customer demands. Manufacturers can leverage this knowledge to tailor their products and marketing strategies to specific regions, enhancing their competitiveness.

After-Sales Service
Bicycles require maintenance and occasional repairs. A strong dealer network can offer after-sales services, such as tune-ups, repairs, and warranty support. This helps maintain the quality and reliability of the products and keeps customers satisfied.

Promotion and Marketing
Dealers often engage in local marketing efforts to promote cycling as a sport and lifestyle. They may organize events, group rides, and other activities that foster a sense of community and encourage more people to take up cycling.

Feedback Loop
Dealers act as intermediaries between manufacturers and customers. They can relay valuable feedback on product performance, customer preferences, and market trends back to the manufacturer. This information is essential for product improvement and innovation.

As you can see, these are all strategically important areas for brands and their long-term sustainability.

The massive overstocks are putting huge stress on the dealers, and I urge everyone to work together to ensure they are getting the support they need.

Dealers are the front-line workers, and a healthy cycling industry needs them!