KENT, Wash. (BRAIN) — Late Thursday, Accell North America unveiled a new omnichannel distribution program designed to entice brick-and-mortar dealers to fulfill online bike orders, while requiring the stores to carry few — or no — ANA bikes on their sales floor. The company said the program is in line with current shopping habits and market realities and will help IBDs modernize.
Accell North America is still in a restructuring phase triggered by the collapse of its sporting goods sales channel late last year, and it’s no secret that its sales through the IBD channel have declined as well.
But ANA was a bit ahead of other major U.S. brands in developing a robust online bike sales program and has learned a few things from those sales. One lesson has been that an online sales program without an IBD (or mobile service) element is far from ideal.
“We’ve learned that the IBD is an integral part,” said Larry Pizzi, the head of sales for ANA and president of its e-bike business.
While ANA offers “Ready Ride” assembly for consumers who opt to have bikes delivered directly to their house, a bike in a box isn’t the best option for all bike …read more