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Cervélo to stop selling bikes online...sort of

Posted Oct 13 2010 3:13pm

Cervelo

If you like shopping online and you like Cervélo bikes, you'll probably not like this story.

Cervélo will no longer sell bikes online, instead you'll be able to go to the companies web site and order your bike...but the bike will be sent to your local bike shop instead of you. That is if your local bike shop stocks the brand and signs-up for the new program. In other words, fulfillment of your order will be done by the local bike.

"As Cervélo we’re taking a risk by saying goodbye to a fair chunk of business we do with our current online retailers, but we’re confident that this focus will attract more consumers to
Cervélo and that this will be good for Cervélo and for our retailers," said Gerard Vroomen, Cervélo co-founder.

In real terms this means that Competitive Cyclist, R&A Cycles, All3Sports, Inside-Out Sports, Excel Sports and Nytro will no longer sell Cervélo bikes unless they fullfil the orders through a brick and mortar retail store.

"The program is designed as a collaboration with the retailer," Vroomen added. "The system will be such that the fulfillment will always be handled by the Cervélo retailer, either from their own stock or from product they get from us. It is between the retailer and the consumer whether it will be in-store pickup or if the retailer is nice enough to drop it off."

Currently Cervélo has about 300stores that sell their bikes in North America and the company expects that most will go along with the new program.

"It would be very rare for an online customer to already be a retail customer," Vroomen said. “For a retailer it is an almost certain sale they get from us, and not a sale they would get otherwise. We’re bringing those unlikely customers into the store, with the store making the vast majority of the normal margin."

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