By Charlie Lunan
In a move that created plenty of buzz at the week’s Interbike trade show, Raleigh Bicycles parent Accell North America announced it is partnering with mobile bike shop franchiser Beeline Bikes to enhance fulfillment of bicycles it sells direct to consumers online.
The September 19 announced deal marks a significant investment by both companies and Beeline Bikes’ first and only partnership with a bicycle manufacturer, Beeline Bikes Co-Founder and CEO Pete Buhl told SGB.
“The idea that a customer can purchase a bike online and have it assembled and delivered by a friendly pro mechanic ready to ride at their door step, at the date and time they choose, is a significant step forward in improving the customer experience in the industry,” Buhl said.
The partnership will enable customers to purchase Raleigh bikes direct from Accell online, with assistance from an online specialist, then select and schedule Beeline Bikes as a fulfillment option. They may then choose to have their fully-assembled bike arrive at a chosen location. Though only Raleigh will offer the option initially, Accell expects to expand the program to its Diamondback and Redline brands as well as its Izip e-bike brand. Until now, customers had to pick up bikes they bought direct from Accell brands at an authorized IBD.
“Beeline Bikes has proven to be adept at creating an amazing customer experience through their innovative model and advanced technology platform,” said Chris Speyer, CEO of Accell North America. “In combination with our e-commerce in-store pick up program, this additional fulfillment option signals an important shift in the industry, and we are thrilled to be a partner. Customers will have the confidence of knowing that when they purchase a bike online, they have multiple options for how they receive the assembled product. This unique premium service offers discerning customers convenience and an extraordinary fulfillment experience.”
Beeline Bikes expects e-bikes will be a big growth segment for the company in the coming years, particularly given Accell’s leading position in that market in both Europe and North America. Accell North America is a subsidiary of Accell Group NV, Europe’s leading bicycle company.
While such partnerships are considered inevitable, the announcement is likely to create a buzz at Interbike, given IBDs’ continued resistance to vendors’ direct sales initiatives. In August 2015, Trek Bicycle Corporation sent shock waves through the IBD channel by launching the Trek Connect e-commerce program at its annual dealer conference. Trek, however, does not exhibit at Interbike.
Since launching in 2013, San Francisco-based Beeline Bikes and its franchise operators have serviced over 14,000 bikes for customers at their homes and more than 100 corporate locations. Beeline Bikes’ current fleet of 31 U.S. mobile bike shops is operated by professional bicycle mechanics who have been vetted and undergo certification and training through Beeline University. The company, which serves customers in Arizona, California, Colorado and New Mexico, has yet to sell a franchise to an IBD.
“We’ve had a number of good discussions, but we are looking for forward thinking, business minded owners who appreciate the value of expanding their base with a new model that reaches out into the community to attract customers,” Buhl said. “Consumer expectations have changed dramatically, requiring new solutions for today and the future. Beeline Bikes’ proven go to market play book, investment in software, business process and supply chain automation provide the solution for a sustainable, profitable approach to address the changing landscape.”
Buhl praised Accell North America for their innovative thinking about the customer experience and the future of the industry.
“Our goal at Beeline Bikes is two-fold,” he said. “We want to help our franchisees succeed in the industry they love, and we want to get more people riding bikes. This partnership aligns perfectly with those goals.”
Beeline Bikes provides franchisees online/mobile scheduling, customer relationship management, bike data capture, real-time inventory management and automated shop re-stocking.
Photo courtesy Raleigh Bicycles
