How Primeau Increased Sales by 27% During Bicycle Retail’s Worst Year In a Decade
How Primeau Increased Sales by 27% During Bicycle Retail’s Worst Year In a Decade
24 PagesPRIMEAU VÉLO OMNICHANNEL DRIVING IN-STORE SALES How Primeau Increased Sales by 27% During Bicycle Retail’s Worst Year In a DecadeMARKET CONTEXT BIKE SHOPS ARE HURTING. A LOT. -39.5% MASSIVE DECREASE in the number of independent bicycle shops in the U.S. in the past 15 years. (Statista) -8% YoY SALES “Suppliers shipped 8% fewer bikes over the first 9 months of 2016 compared with the same period in 2015” (BPSA, October 2016) +27% Primeau YoY growth in first 6 months of Omnichannel. Omnichannel started paying off on day 1. -THE MARKET- -PRIMEAU VELO- -THE MARKET- Except one, apparently...MARKET CONTEXT WHAT HAPPENED Since 2009, the rise of pureplay eCommerce cycling juggernauts like Chain Reaction Cycles, Wiggle, ProBikeKit and others have changed cyclist expectations when it co
