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Electric Bikes Are Here To Stay:
Tips for Ebike Success

Making Successful Retailers More Profitable Since 2003
December
2013
With the huge strides made in battery technology, design and weight reduction over the last fifteen years, electric bikes or 'Ebikes' are gaining consumer interest in all regions of the country. Combine these technological developments with the aging of the American population, and it’s safe to say that Ebikes are here stay. 
Benefitting from this rapidly growing category depends greatly on how well and how soon you adapt. Matching your customers’ wants and needs with the features and riding benefits of next generation pedal-assist bicycles is key to developing a successful Ebike strategy for your store.  But before we get to tips for Ebike success, we should first take a closer look at some important demographic trends that will help shape the Ebike market in the years to come:
Who Is Your Current (& Future) Ebike Customer?
There are several demographic trends that make bike shops and Ebikes the perfect solution for the wants and needs of the “New American Cyclist”:
Trend #1: Aging Americans
There are over 40 million Americans age 65 and older representing roughly 14% of the population, and this group is expected to grow to over 21% of the population by 2040.
What it means for you:  As Baby Boomers get older and reach retirement age, there will be more people transitioning from “active athletic” to an “active recreational” lifestyle; one that is focused on health enhancement. Ebikes are a great solution for the needs of this growing “active recreational” market.
Trend # 2: Aging Couples 
As the older population transitions from activities like running that are harder on the body, more couples will want to ride together for health and wellness.
What it means for you:   Ebikes can help ‘level the playing field’ when one partner is an advanced rider and the other is a novice, allowing the less experienced rider to keep up with their significant other and still get a healthy, enjoyable outdoor experience as a couple.
Trend # 3: Women’s and Family Bicycling Movement  
This is a significant, identifiable market segment that is being helped in its natural development by the League of American Bicyclists (LAB). 
What it means for you:   Women in metro markets across the country are turning to the bicycle for daily transportation, often involving one or more young children and the transport of local purchases.  Women are literally asking for electric-assist bikes to help them ease their loads in daily use. 

Tips for Ebike Success
Many bike shops have been reluctant to stock and sell Ebikes, particularly those who “tried it” before and wound up with a lot of expensive inventory they couldn’t sell. 
However, in the last few years the product itself has dramatically improved, as has the interest and acceptance on the part of the American public. This has created a real opportunity for bike shops to add Ebikes to their business plan and product portfolio.
If you choose to make the leap, here are some tips to help you become a successful Ebike retailer:


  1. Don’t Dip Your Toe In.  Putting your ‘toe in the water’ and placing one Ebike on your floor in the back corner of your shop will not lead to Ebike success.  When selecting an Ebike company for your store, use the same criteria you use for your other bike brands: dealer support, technical advances, innovation and product differentiation, among others. You want a brand that has extensive experience and provides full support when it comes to the technical aspects of batteries and motors, and can provide the best in-store training and ultimately a mobile demo fleet at your store.  Companies that will help you with marketing and in-store displays are the partners that you want.  Of the 50 Ebike companies at Interbike this year, only a couple have the experience that you will need to get set up right and be successful, so go with the pros when selecting your Ebike brand partner.
  1. Give It Some Showroom Love.  Overstocking Ebikes is not a good idea either, but a good compromise is carving out dedicated square footage on your sales floor along with Ebike-specific assembly and service space in your repair area. (See Currie Tech’s Selling E-bikes Clinic for the most proven merchandising and selling suggestions).

    Place Ebikes on risers so a matched pair of “his” and “hers” models are displayed at eye level with the accessories and clothing that are part of the Ebicycling lifestyle.  Use mannequins for displaying the clothing and remember that signs sell – so make sure the display is well signed with both information and “illumination” about the benefits of Ebikes (not just lighting illumination, but real knowledge and testimonial).  

    Ideally this display should be on a mainstream traffic aisle in your store so that it is readily accessible to shoppers and customers leaving or picking up service work. 
  1. Get The Staff On Board.  Educate your whole staff about your Ebike initiative and the opportunity to actually grow your store's business (and if appropriate, enhance their compensation). We have talked to owners who report that Ebikes don’t sell unless they personally engage and convert shoppers to becoming Ebike purchasers.  This is a simple, but vital point.  If the owner is closing Ebike sales and the staff isn’t…there’s clearly an opportunity. Get your entire staff out for an Ebike ride.  They will be selling and servicing these bikes so make sure they are familiar with all operational, maintenance points and potential issues.   
  1. Align Goals.  If you’re including Ebikes in your business plan and product portfolio, incremental revenue and profitability are likely your goals.  This means selling Ebikes isn’t an option for your staff, it is an obligation – an obligation for you to make sure they have all the education and training they need to be successful, and an obligation for them to present and sell Ebikes to the best of their ability.    
  1. Spread the word.  Make sure Ebikes are not an afterthought in-store or in your marketing.  Take photos of your staff riding and smiling and post in the showroom and via social media so customers can see that Ebikes are fun!   Encourage demo rides as a part of your store’s Ebike marketing and sales process, and promote coming to your store for Ebike demo rides on your website, in your emails and on Facebook.  Seek out opportunities locally to demonstrate your store’s Ebikes by offering test rides at community centers, libraries, and area events  This will help you get the word out about the fun and enjoyment of riding an electric bicycle!

Happy Trails (and Holidays).
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