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What Women Want:
Winning Over the Female Customer

Making Successful Retailers More Profitable Since 2003
February
2014
The American specialty bike shop has, for the most part, taken a tentative and half-hearted approach in its pursuit of the women’s market. The inroads and gains that have been made in the women’s market are primarily aimed at the female enthusiast, but efforts to reach the larger segment of casual riders have been less successful. Shops that have experienced real growth with their female clientele are not only attracting the fit, athletic cyclist, but also the larger segment of women who are interested in bicycling as an individual and family activity.  
Invite Women In, Don’t Drive Them Away
Shimano did research several years ago that confirmed that the vast majority of bike shops intimidate women and actually drive them away – in that most women wouldn’t think of walking into the typical American bike shop. 
Why are they intimidated? Here are a few of the more common reasons:
  • The so-called sea-of-wheels displayed on floor-to-ceiling racks.
  • A confusing mix of product on display.
  • The “rough-and-ready” clutter of the typical bike shop that can seem homey to male enthusiast bicyclists looks unkempt and cluttered to most women.
  • The technical jargon that is the language of most bike shops can be viewed as both condescending and general nonsense to many women and non-bicyclists alike.
  • If your employees give off a “women and non-cyclists need not apply” vibe, it won’t matter how clean or well-merchandised your showroom is. Even the women enthusiast customers of these types of shops will tell you they are often ignored and don’t feel like they really belong.
A shop that continues to view cycling as an exclusive club will find it difficult to grow their female customer base. The key to tapping the full potential of the women’s market is by opening up and becoming inclusive and inviting everyone to come on in!
Make Them Feel Comfortable!   
Most men shop as if they are on a mission. Women shop differently than men - they view shopping as a social event, and the experience is very important.
Women buy from the retailers that give them the most satisfying and extraordinary retail shopping experiences, and make them feel comfortable.  
There are a number of steps that bike shops can take to make women feel comfortable in their shop. Here are just a few of the best practices that we’ve heard from retailers who have been successful in gaining greater share of the women’s market:
  • Offer an attractive selection of female-friendly merchandise. Urban, cargo and bucket bikes, child carriers, baskets, bells, helmets, clothing and footwear are good categories to focus on.  
  • Stock higher-end items. Men aren’t the only ones who care about Dura Ace and higher-end stuff. Women want, and will pay for, quality, too.
  • Stock more than size small and medium. Not all women are 5'6" and 120 pounds, so they aren't going to feel comfortable in a bike shop that only has a girls clothing section. Successful shops have told us that they keep sizes small-4X in stock, and some report selling more 2X-3X than any other size.
  • Get rid of the sea-of-wheels and open up and liven up store displays.
  • Clean and brighten up dressing rooms and bathrooms- daily!
  • Have a sign strategy that supports lifestyle, safe routes, bike advocacy, and education.
  • Select and play neutral and pleasing background music.
  • Have lighting that focuses on products and a pleasant shopping environment.
  • Hire and retain staff that truly wants to serve and greets everyone with a smile.
  • Do you have a woman on your sales staff? We’ve heard from more than a few shops who say that hiring the right female salesperson had the greatest impact on their growth in the women’s segment.
  • Host beginner friendly rides, and encourage EVERYONE to join. Host a short 3-5 mile ride around the neighborhood and encourage anyone and everyone to come, regardless of their biking background. This creates an unintimidating introduction to bike riding for some women. It helps to have a female rider on staff to join on those rides to encourage the beginner women.
  • Having trouble finding female staff?  Taking the above steps to make your showroom more female-friendly will not only attract more female customers, it will also help you attract more potential female employees
  • LISTEN to what she is saying and the clues she is giving you. If she wants comfortable and fast, then the heavy, clumsy beach cruiser isn't what she needs. Have her test ride bikes. Before you send her out, show her how the brakes and gears work, not condescendingly but with a "we show everyone this just as a refresher" approach.
It's All About The Relationship
Establishing relationships is key to growing a strong female customer base, says Bike Co-op member Vanessa McCracken, owner of Sunnyside Bicycles in Fresno, CA:  
"Know who your female customers are and what their goals are. Greet them by name. It goes a long way and sets you apart from the competition." Vanessa adds, "Establishing that relationship and trust can't be emphasized enough, because women will pay for good service, and will drive from other counties to our store to get it. When a female customer walks into Sunnyside Bicycles,  she knows that we will welcome her, listen to her, and help her arrive at the purchase decision that’s right for her needs. These relationships have been the foundation in building our strong female customer base.”
A female customer who has an exceptional shopping experience at your store becomes a loyal customer. They will make more return visits and are more apt to become an advocate for your shop, as they are much more likely than men to tell their friends and family about the pleasant experience they had. Bike shops that can make women feel welcome and comfortable will benefit greatly from a larger, loyal female customer base.
Join The Bike Cooperative
The Bike Co-op is a member-owned cooperative with a mission of improving the profitability of independent bike retailers. We provide members with exclusive product specials and rebates, consumer financing and credit card processing programs, comprehensive customer loyalty and marketing services, and training in management and sales. For information on becoming a Co-op member:

Call: 1-800-450-7595 Ask For TBC Member Services

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