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economy, catering to the lo- cal community is still a highly effective way for an indepen- dent retailer to build a strong customer base. For example, a recent report on bike retailers in Washington, DC indicates that they have managed to create loyal customer pools by servicing their local commu- nities. Hyattsville, Maryland is the home of Arrow Bicycle, opened by Chris Militello and Chris Davidson, just at the mo- ment when the recession fi rst hit in the spring of 2008. Mili- tello and Davison had resided in the neighborhood for over a decade, and both came to the conclusion that the area could really use a bike shop. One of the things Militello
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18 July 2010
and Davison wanted was a bright, open fl oor space. They achieved this with the help of popular bike distributor, Giant. Giant’s design and merchandis- ing assistance allowed Arrow to open as a Giant bicycle store. A location was selected on a street slated for a redevelop- ment that never happened, thanks to the recession. The traffi c is less than Militello and Davidson had hoped for, but nevertheless they have built a loyal, local customer base. “We’re hitting what we want to hit, but not by as much as we had hoped. Our three year
Visit
plan turned into a fi ve year plan,” says Militello. “Still, we wouldn’t change what we did, and we share our story with other prospective entrepre- neurs through the local small business administration. We tell them it’s a struggle, but we love it.” Meanwhile, another lo-
cal bike retailer in the nearby Adam’s Morgan neighborhood, City Bikes, has had success sell- ing fl at bar steel road bikes in its two story urban store. Their approach has been to specifi - cally cater to the city dweller. “We’ve always been commuter and urban focused. It’s how people use bikes to get around the city,” says merchandising manager, Eric Welp. City Bikes has allocated a
marketing budget in the past several years to focus on the commuter market. This means spending it with the Washing- ton Area Bicyclist Association, and promoting Bike to Work Month. Welp maintains that while other customer bases have come and gone, the com- muter market has remained a steady source of continual growth, year after year. This story is based on a report fea- tured in Bicycle Retailer & Industry News. ■
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