Accell North America's Electric Bike Competence Center (EBCC-NA) has launched an e-bike support program for its Raleigh and Lapierre brands that is modeled after their sister brand's IZIP Road Show. The e-bike Category Activator program includes two trained category activators traveling in branded Sprinter vans helping retailers market and sell Raleigh and Lapierre e-bikes.
“In the past, e-bikes haven't been as successful in North America as they could have been, and in some cases retailers have been burned by the category,” said Rob Kaplan, Currie Technologies/EBCC vice president of sales and marketing. “Selling and delivering e-bikes to retailers is half the effort. Helping them market, merchandise, and demo this category will help retailers accomplish sales levels similar to what's been seen in Europe during the last 10 years.”
The two vans will serve the eastern and western United States. After ANA territory managers have worked with retailers to add e-bikes to their lines, the category activators will consult with Raleigh and Lapierre retailers on in-store merchandising, website, electronic and social media marketing, provide technical and educational clinics to store employees, and conduct consumer demo events at the stores or at other local events.
Aaron Edler and Ash Murrin have been assigned as e-bike activators for the eastern and western United States respectively. Both joined ANA in early 2014 and previously worked in various bicycle retail management roles. In their new roles, Edler and Murrin are not tasked with selling product, but ensuring sell-through by helping retailers market, merchandise, and sell e-bikes.
“The goal of the program is to help retailers and their staff feel comfortable with the technology, the customers, and the unique sales process associated with e-bikes,” continued Kaplan. “The right product assortment, creative merchandising and marketing, an engaged and educated staff, and demos to help consumers experience the thrill of an e-bike, is exactly how we have grown IZIP, eFlow and Haibike sales, and is our formula for success for Raleigh and Lapierre as well.”
Retailers interested in more information about the Raleigh and Lapierre e-bike Category Activator program, contact Rob Kaplan at rkaplan@currietech.com.
Accell North America is the North American business entity of Accell Group, Europe's leading bicycle company. ANA, located in Kent, WA, is completely focused on growing the specialty bike business by providing excellence in customer service, product innovation, profitability and brand marketing on the regional and national level.
