Shopatron Cycling Sales Outpace the Industry
SAN LUIS OBISPO, Calif., Aug. 22, 2012 /PRNewswire/ -- Cycling brands that use Shopatron's retail-integrated eCommerce solution generated 10% more year-over-year same-store sales for the first two quarters of 2012. While this level of growth is not surprising in the eCommerce industry (comScore reported 17% growth for Q1 2012 and 15% for Q2 2012) it remains significant as offline retail sales have stayed relatively flat in the cycling industry: The National Bicycle Dealers Association (NBDA) reports that the industry has hovered between $5.8 billion and $6.1 billion since 2004.
Though only 5% of all bikes were sold online in 2011, according to the NBDA, the Gluskin Townley Group estimates in a recent Bicycle Retailer article that Internet sales of new bikes and parts accounted for about 20 percent ($1.2 billion) of all bicycle-related sales in 2011.
"I am surprised that the industry seems oblivious to a series of changes in the retail landscape that is totally reshaping the market," Jay Townley, principal with Gluskin Townley, said in the article.
While the growth in Internet sales is impressive, specialty bicycle retailers still account for the largest portion of bike sales: 55% as reported by NBDA. This is why Shopatron's eCommerce model of merging online and offline sales channels has proven successful for both.
"Shopatron's unique eCommerce solution allows brands to sell online and route the resulting orders to a local bike shop who fulfill the orders via shipment of parts and accessories to the consumer or through in-store pickup for bikes," noted Mark Grondin, Shopatron SVP of Marketing. "This gives brands the power to sell online while encouraging retailers to stock more products. And it enables brands to establish direct relationships with consumers to promote follow-on sales. So it comes as no surprise that Shopatron clients are outperforming the industry, because they are using online sales to increase offline sales."
In 2012, 16 new cycling brands launched a Shopatron solution, including VSI brands, Halo, Cinelli, and Bern. These brands joined cornerstone cycling brands like Specialized (UK), Louis Garneau, Giant (CA), and Ritchey already selling online through Shopatron.
Shopatron will attend the Eurobike tradeshow in Friedrichshafen, Germany from August 29-September 1, and the Interbike show in Las Vegas, Nevada from September 19-21. To connect with Shopatron at either tradeshow, call 866-625-5050.
To learn more about Shopatron, visit ecommerce.shopatron.com.
Shopatron is the world's only eCommerce solution that increases sales online, while also increasing sales through retail stores. Shopatron's eCommerce and order management solution provides an innovative and flexible approach to online sales that matches the unique needs of branded manufacturers, multi-channel retailers, and online marketplaces. Founded in 2001, Shopatron works with more than 1,000 branded manufacturers and 20,000 retail partners across more than 40 industries. Clients include top brands such as Bosch, Suzuki, Polaroid, Mizuno, Ducati, JL Audio, K2, Intermix, and Sport Chalet. The company has offices in San Luis Obispo, California and Swindon, United Kingdom.