Online bike retailer Big Shot Bikes, which offers a range of customizable single-speed bicycles, is aiming to bridge the gap between e-commerce and brick-and-mortar retail by installing its build-a-bike kiosks at select shops. The kiosks allow customers to design and buy their bike online and then have it shipped to the shop where it is assembled. This increases sales for both Big Shot Bikes and the local shop, which can also attract the customer to return for cycling gear, maintenance and other services.
According to The Coloradoan, Big Shot Bikes has a $1,200 computer kiosk in its showroom that takes you through the steps involved in building your own bike and another in local shop Lee’s Cyclery, in Fort Collins, Colorado. Seven more will soon be available in bike shops in Denver, Minneapolis, Chicago, New York and Los Angeles. Ryan Clark, operations manager at Big Shot Bikes, said:
The problem with being an online dealer is people go in (to a bike shop), get fitted, and then go home and order the bike on our website. It does not give dealers a way to keep customers in the shop. This is bridging that gap. It is one of the biggest things, brick and mortar vs. e-commerce.