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ZYRO | BUY IT LOCAL SCHEME AND ZYRO REWARDS


Pushing customers into stores…


Zyro has recently announced a raft of new initiatives geared toward supporting its independent customers. Mark Sutton talks to Simon Ellison about how pushing service led products can give High Street retailers the upper hand…


YOU MAY have heard of a ‘buy it local’ campaign before now, if not in the cycling business, then perhaps the local florist or grocer has run a similar drive to emphasise that service is king when shopping. In the bicycle business, the rise of the internet retailer combined with the occasional grey import has meant the independent is constantly under pressure to price match to buy a customer’s loyalty, in the process reducing margins and making it harder to operate profitably. Having heard first hand the problems facing those on the front line, Zyro has announced a series of schemes to get behind the High Street retailer – including its very own take on ‘buy it local’, as well as a rewards scheme offering free credit to those sourcing their goods from the distributor. Zyro’s Buy It Local scheme centres around the idea that some brands simply can’t sell online thanks to the service-led nature of their sales. Brands such as SQlab’s custom fit saddles are a prime example and one such range included in the scheme.


28 BIKEBIZ APRIL Simon Ellison, Zyro’s product director told


“Some might argue that XeNTiS


wheels could be sold online, but the customer should really see them first-hand.”


BikeBiz: “Some might argue that XeNTiS wheels could be sold online, but for a product of this quality, the customer really should be seeing the wheels first-hand and communicating with the retailer their cycling needs for the best possible match. The same applies to Tortec’s range. This kind of product should be matched up to the customer’s bike by the retailer and fitted in the workshop.” Under the scheme, Zyro says it will place


certain labels exclusively in stores which prioritise High Street sales over all else. Ellison added: “In time more brands will be


rolled into the Buy It Local programme. The likes of Tifosi and Exteondo are also currently signed up and are obvious choices as clothing and accessories brands – customers generally prefer to buy these kinds of products after having tried them on to get a feel for the fit.” Further ramping up its support for those


choosing to do business with the firm, a rewards scheme has been put in place for accounts large and small. Ellison said: “There’s a ‘menu’ of sorts, spanning all kinds of gear


from free Zé fal bottles, through to Cateye computers, account upgrades, point of sale that would normally be paid for and even a free weekend holiday at Rudding Park. This scheme runs in two six month periods, so get your orders in to earn rewards points and soon you’ll have plenty to choose from on the menu. Again, we’re already looking at expanding the rewards into areas beyond business to offer our customers something unmatched when doing business elsewhere.” www.zyrob2b.co.uk Zyro: 01845 521700


BIKEBIZ.COM


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