SAN LUIS OBISPO, Calif., March 28, 2012 /PRNewswire/ -- Devoted fans of world-famous Cinelli bicycles can now purchase their favorite Cinelli products online from Cinelli-USA, the exclusive distributor of the Italian-made bicycles, framesets and apparel in North America. To bring the brand online, Cinelli-USA chose Shopatron's retail-integrated eCommerce solution because it allows the company to fulfill online sales through local bike shops. The unique eCommerce model opens an online sales channel for Cinelli while still growing and supporting their primary distribution channel – local bike dealers.
Cinelli is an iconic cycling brand. Their bicycles have won 28 gold medals in Olympic games and world championships. The company is also famous for introducing many components of the modern bicycle, such as the modern handlebar, the first saddle with a plastic frame, the first foot straps and the first clipless pedal. With this history of innovation, it is not surprising to see Cinelli become a trendsetter in eCommerce.
"It was easy for us to partner with Shopatron," says Bill Lane, Marketing Director for Cinelli-USA. "Cinelli has always been a forward-looking brand, so it was natural for us to seek an innovative way to better serve our customers. eCommerce enables us to sell to potential customers in underserved parts of North America, while at the same time incentivizing new dealers to partner with us in these markets. It's a win for the brand, for the customer and for our retail partners."
Cinelli-USA joins the growing list of cycling industry leaders already using Shopatron, including Giant, Diamondback, Ritchey and Louis Garneau. Cycling brands using Shopatron's eCommerce platform saw a 29% increase in same store sales from 2010 to 2011. Shopatron works with over 45 cycling brands that partner with 1,900 retailers in the Shopatron fulfiller network.
"Cycling brands today need to sell online to reach all of their customers," said Mark Grondin, Shopatron's SVP of Marketing, "but with 90% or more of their sales coming from local bike dealers, they can't afford to jeopardize those relationships. Shopatron is the only way to support both groups. Cinelli is a great example of a strong brand that can benefit from building relationships with both dealers and consumers."
Cinelli's story is intertwined with the very history of cycling itself. The company gave bicycling its first aluminum handlebar, its first saddle with a plastic frame, its first footstraps and clipless pedals. Cinelli's close synergy with sister company Columbus Tubing means that many of Cinelli's framesets are showpieces of what can be accomplished with materials technology. Framesets like the fully stainless steel XCr have won multiple design awards for both their beauty and functionality. Cinelli-USA is a select brand of US bicycle parts distributor BTI, based in Santa Fe, NM. www.cinelli-usa.com.
Shopatron is the only eCommerce solution in the world that can increase a brand's sales online, while also increasing sales through brick-and-mortar retail stores. Shopatron's retail-integrated eCommerce with distributed order management provides an innovative and flexible approach to online sales that matches the unique needs of branded manufacturers and multi-channel retailers. Founded in 2001, Shopatron works with over 1,000 brands and 18,000 retail partners across more than 40 industries. Clients include top brands such as Bosch, Suzuki, Polaroid, Mizuno, Ducati, JL Audio, K2, Roland and Sport Chalet. The company has headquarters in San Luis Obispo, California. To learn more about Shopatron, visit ecommerce.shopatron.com.