MYSTERY SHOPPER
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Cycle Gear, Halifax
INITIALLY THIS visit was in danger of becoming a damp squib. Though Mystery Shopper tries not to pre-judge, the online reviews looked depressing, compounded by the closed and boarded shop. They had moved, just around the corner to a much better location, with the exterior looking far more modern and inviting (and far less mustard yellow!) The shop is upstairs in a modern building. Inside, the shop is well laid out, showcasing the stock and product offerings well. I found a counter on the showroom floor and a busy and spacious service centre at the back of the shop. Initially there was no one on the shop floor, then one sales assistant appeared, showing me the lights they sold. What I needed was available in the form of a ‘Serfas True 1500’. The staffer had great product knowledge, which helped in the decision making process. This shop and the assistant were a pleasant surprise.
Blazing Saddles, Hebden Bridge
HEBDEN BRIDGE has lots of parking spaces and much to offer the shopper. Cycling here is big, and it’s a gateway to some excellent riding and technical hills. The shop caters well for these activities and is much bigger inside than the exterior suggests, though with no parking, on the main thoroughfare by the bridge. Well laid out with a community feel and some nice
tailored Merino near the door, there is a lifestyle element to the shop. I spoke with the shop manager about my needs and he went into ‘demonstrator mode’ (not sales mode) and showed me through the range of Exposure Lights they offered. This took a good ten minutes, extolling the virtues of the company, the range and the reliability. Here was a shop with range, product knowledge and the confidence to stock both road and serious off-road lights. No pressure to sell, as the range sold themselves, so a very well done.
Wheelspin Cycles, Huddersfield
WHEELSPIN USED to be in the centre of Huddersfield, but moved out of town, presumably to increase space and reduce overheads. Difficult to spot, this unit is significantly bigger and looks very secure but rather nondescript, though with excellent parking. Inside, the counter is the first thing you really see, though I received no real greeting. In the store there’s a great bespoke bike fit room and open plan, but fully loaded sales floor. Lights on offer were arguably lacking, with a Nukeproof light and a Light and Motion Taz and a Seca, though last year’s model. Service was generally OK, though there was little enthusiasm for what would have been a big sale and a big margin product. There was, overall a lack of product knowledge, and depth of products. A missed opportunity.
PedalSport, Halifax
THIS OUT of town store is in a good location with ample local parking. P&A is downstairs with road and MTB upstairs and the offerings give an indication that this is catering for the higher end of the market. The shop itself could, we’d have to say, benefit from some tidying and a lick of paint, it almost looks in a transition phase and could do with a good closed weekend to finish it off. Unfortunately it was suggested to me that high-end commuter lights would suffice for off-road usage. While the lights in question were great – for the road – they were not really appropriate, I’d argue. The light I would have gone for was in the cabinet – I even reiterated the need for ‘off-road” and was told “this is all you’ll need”. You’d soon need another purchase, but not from here. A poor experience overall.
Summary
SALES IS all about product knowledge and having the products to sell. Three of these shops fell down on the basics of a lack of products and knowledge. Enthusiasm goes a long way when you have run out of stock so well done to runner up, Earnshaws – you almost got the theoretical sale. Rising to the top, Blazing Saddles takes the crown. It’s a great shop with excellent products and knowledge that can be demonstrated through experience. If your shop is in the location for the products (arguably all of these shops are in a good location for off-road riding) they you should offer what customers need – Blazing Saddles did this very well.
BIKEBIZ.COM BIKEBIZ FEBRUARY 17
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