Giant USA is introducing a certification program Liv bike dealers to elevate the bike shopping experience for women.



The Liv Certified Retailer program was unveiled to about 250 dealers attending The Link, where Giant USA launched its 2015 Giant and Liv bicycles. Giant kicked off the annual meeting, which moves to a new location each year, with a reception at its headquarters in Newbury Park, CA this year. The next two days were spent in meetings at a nearby hotel and riding 2015 Giant and Liv bikes.

 

“Liv is not only dedicated to providing women the best bikes and gear, we’re committed to elevating their bicycle retail experience,” Giant USA General Manager Elysa Walk (pictured at right) told attendees in her keynote address at the July 13-15 meeting. “Their retail expectations are very high; that’s why we’re introducing the new Liv Certified Retailer program. Stores that do an exceptional job of merchandising and selling to women can become ‘Liv Certified.’”

 

Dealers selected to participate in the program will receive special in-store marketing resources, distinctive certification on Liv and Giant websites and social media. The idea is to help Liv dealers distinguish themselves from the rest of the pack to female consumers – where the number one opportunity for growth resides, Walk said.

 

“We believe the time is right for Liv because the momentum for women and sports has never been greater, and the amount that the target female customer is spending has never been greater.”


 

In her keynote address during the meeting, Walk reported that sales of the Giant and Liv brands are at an all-time high.

“We have taken market share,” she said, “and we’ve moved into better retailers. More consumers hold the Giant and Liv brands in high regard. We’ve seen amazing growth.”