Cinelli-USA, the exclusive distributor of the Italian-made bicycles, has begun selling framesets and apparel direct to consumers online in North America through Shopatron.
“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-USA is a select brand of US bicycle parts distributor BTI, based in Santa Fe, NM.