TEMECULA, Calif. (BRAIN) — Intense has restructured its sales and marketing functions, eliminating an undisclosed number of jobs in the process, as the Southern California mountain bike brand continues to pursue its hybrid consumer-direct/IBD sales model.
“We were sort of applying a blanket approach to sales and marketing for all the channels — international sales, domestic dealer sales and DTC (direct-to-consumer) sales. They’re all different animals, and we needed to treat them all differently. What we’ve done is split the departments — so in the dealer-specific department we didn’t need as many people as we had,” Intense marketing manager Jennifer Gabrielli said.
In December the company launched Intense Rider Direct, in which consumers purchase bikes — at newly reduced prices — for delivery to their home with a free service contract through their local brick-and-mortar dealer. Those orders can also be shipped to authorized dealers to complete bike assembly and setup, with the ongoing service contract attached to that dealer. Intense calls it a “hybrid, IBD-centric” approach to D2C sales.
The change has been a learning process, Intense founder Jeff Steber told BRAIN.
“When we had sales guys working with the dealers and trying to juggle consumer-direct sales, it wasn’t working out. There …read more