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Cyclelife
THE SERVICE here was so good Mystery Shopper wonders whether or not he may have been recognised. Such was the level of personal care and attention, it almost seemed over the top.
Giving the benefit of the doubt, the early signs were eel? C&D Cycles
I WAS allowed to browse in C&D for a minute or two before the assistant politely asked if I needed assistance. To get the only criticism out of the way early, the aisles
in store were crowded and bikes needed to be moved around for customers to pass freely. This, however, didn’t hinder the assistant in leading me to a selection to choose from, all while asking questions on budget and the height of the rider set to be surprised with a bike come Christmas. Explaining the difference between the high-end Pashley in the window and Raleigh’s budget friendly Red or Dead collaborations, the assistant didn’t force one option on me, giving his customer a diverse range of choices. Eventually we settled on a popular ProBike model,
which as the assistant put it, offered the style of the Pashley, but at a more affordable price. He added to this by telling me it was a best-seller with young ladies. Great pre-Christmas sales pitch, so far. This was furthered with emphasis on the bike’s comfort
features, but best of all, and a rarity on our travels, the assistant detailed servicing and after-sales services that his store can offer to ensure the longevity of the bike.
BIKEBIZ.COM Halfords
MYSTERY SHOPPER entered just as a number of staff were going for lunch, leaving just the one sales assistant manning the mezzanine level bicycle display. This staffer tended to a prior customer, whom Mystery Shopper observed be given sound and personal advice on a lighting purchase, interspersed with chat about local off-road routes. Armed with the knowledge I was to be seen by who
was presumably a cyclist himself, I began to question the helper about the ladies stock, largely separated from the main bulk of bikes on show. Pulling an example from the rack a little below the budget he’d asked of me, the assistant mainly sold the bike on value for money points, citing the included mudguards more than once. Recommending a ‘guideline’ frame size for the height
of the rider, the helper stopped short of promising the bike would be a perfect fit, but said it’d do the job. The only obvious shortcoming of this sales pitch was the mention of after-sales service and care packages often quoted elsewhere in Halfords stores. Otherwise this visit was above average for the chain.
strong, with a female assistant meeting me on entry. Alongside another available staff member, the pair offered me two ‘categories’ – practical or aesthetic – to satisfy the needs of the person whom I was set to buy for. Intrigued, I questioned the pair, who said that typically young ladies buy on the looks of a bicycle, thus I’d be best playing it safe with a reliable sit-up-and-beg style bike, of which the female assistant herself was considering purchasing. Reassuring to hear. Should I choose a more practical ‘do-anything’ bike, the pair concluded I’d best snap up a Marin. Citing the brand’s aftercare package and general reliability, the store re- assured me this would come into its own in warmer weather and that should I want to modify, the shop could change the tyres to make the bike a more comfortable ride on road – free of charge with the bike’s purchase too.
Summary
PLENTY OF pros and cons to take from this visit. The most obvious to me is what a difference a simple welcome can make. C&D shone here, giving me a minute or so to browse before coming from behind the counter to politely ask if I could use assistance. It’s surprising how often first impressions are neglected. This particular visit to Halfords demonstrated how one quality staff member beats ten mediocre employees. While by no means perfect, the assistant handled custom with grace and in good time. Cyclelife had to come out on top, however, despite suspicions that we may have been sussed.
BIKEBIZ JANUARY 15
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