Backcountry.com threw the switch on its new bicycling channel, Chainlove.com.


Chainlove.com is a retail site that sells super high-end bikes and bike gear, one item at a time, at prices 50-80% below retai. Every night at midnight (MST), the Chainlove crew launches a new discounted deal on the site. As soon as one deal sells out, a new item is launched until it too is sold out.  


Chainlove is the bike-aholic’s version of Backcountry.com’s two hugely successful one-deal-at-a-time (ODAT) sites, SteepandCheap.com and WhiskeyMilitia.com. Like its brothers, Chainlove highlights the item up for sale with a large product photo, detailed specs and the slashed price. Since each deal is only featured until it sells out, you can track the remaining availability and the sell-through rate as well – so you always know how fast you need to act before the deal is done.


Chainlove vendors favor the ODAT model because the one-deal-at-a-time set-up moves their quality products without harming brand equity. It gives them a retail outlet that doesn’t showcase their items in an off-price print catalog to sit around for months and months looking pathetic and unloved. The limited-time availability forces people to act, so the gear sells lightening fast. This keeps the product pipes clear and reduces retail backup and overstock.


 “The bike industry has been dominated by off-price retailers for years,” said John Thomas, Manager of the Bike Merchandise Division at Backcountry.com.  “While Chainlove sells sick high-end gear at huge discounts, we keep a reign on the deals, so they’re only available, and only available online, for a limited time. On Chainlove, you have to act fast to get the goods or you miss out. We present a value proposition for bike junkies, and they scramble for closeout gear. We’re having a party, not a funeral.”


Shoppers can sign up for e-mail, desktop, browser, IM bots and RSS alerts.


Backcountry is trying to position the site to avoid criticism from independent bicycle dealers, who have already voiced concerns about the site.

 

“ODAT sites are not for browsers, or even “shoppers” for that matter,” Backcountry.com said in a release. “ODAT sites are for hard-core gear addicts who know what they want, can recognize a screamin’ deal, and can grab it before it’s gone. So even though Chainlove doesn’t have all the goods all the time, with brands like Pinarello, Shimano, Easton, Blackburn, Campagnolo, Sidi, FOX Racing, Zoic, and more in the lineup, you’re sure to score what you crave.”

Among the items advertised to go on sale this week are:



  • Pinarello F3:13 Ultegra Complete Road Bike
  • Shimano Saint Hydraulic Disc Brakes
  • Easton EC90 Pro Road Bike Handlebars
  • Pearl Izumi Women’s Symphony Bike Jersey
  • Castelli Men’s Team Italia Track Jacket
  • Northwave Aerator Race Shoes
  • Hutchinson Spider Air Light Tires
  • Fi'zi:k Arione Carbon TI Bike Saddle
  • Continental Sprinter Tubular Tire