MYSTERY SHOPPER
O
Halfords
WELL, WHERE do I start. The aforementioned dark horse has more edged it by a nose. Firstly, this was like no other Halfords experience I’ve had before. Sure, there have been pleasant surprises, but this was the Halfords you see portrayed in the television adverts. On entry I was stunned to find a staff member facing
anyone coming through the door. This helper, on hearing my brief, took me to the store’s sales manager for bikes, who proceeded to take me direct to the Boardman line. En route I’d noted a new brighter, organised POS, a big improvement and one which I’d hope will be rolled out to Halfords stores nationwide. Back to our bike manager, who by this time was in full flow reciting the value aspects of the Boardman line over competing brands. I can’t fault his pitch. Establishing early a light XC use, a budget, which he tested once or twice and closing with some good incentives to buy aftercare, it was top stuff. To round it off, he checked stock levels and asked if I’d like to secure a bike with a deposit prior to me leaving.
Flow Store
YOU CAN’T help but enter Flow with a smile, the door handle is an old crank arm. Genius. Though not the largest shop in the world, presentation and use of space was top notch, even two central beams were made use of to display small parts and hats. The assistant was immediately engaging, striking up
friendly conversation based around the product I’d chosen to browse, offering opinions and information when needed and subsequently discussing his own old school Raleigh as Mystery Shopper took interest. As sales experiences go, this is best described as
‘friendly service’, not too pushy, not too stand offish. There was a few good suggestions with phrases such as ‘if you like that, you might like’ effectively used and on one occasion, a fresh delivery yet to be placed on the shelves pulled from behind the counter to make the most of my time in the store. With a website to go live shortly, the helper passed me a leaflet on my exit and asked that I check back in shortly.
BIKEBIZ.COM
Cheltenham Cycles
CLEARLY A staunch 29er advocate, Cheltenam Cycles big wheel stock far outweighed the traditional stock, which it was explained was down to the staff’s faith in the pros of the larger diameter. That level of trust in product is, of course, fantastic, but as these things are often subjective, it seems dangerous to write off the 26-inch just yet. Especially now 650b seems to be emerging as a challenger to both. Mystery Shopper’s opinion aside, it was refreshing to
hear such enthusiasm for a potentially market changing product. A Trek and a Merida, both under budget by £150 and £50, respectively, were focused on, with the suggestion that should I wish to buy higher up the line, product is quickly available. Wheel size and brand reputation dominated the
conversation at times, while discussion on fork lockout and other details were prompted. It’s hard not to be impressed by the unwavering support for the bigger wheel shown. Nitpicking, perhaps, but the offer of an earmarked
catalogue and suggestion of ‘more research online’ felt dangerous to me.
Summary
FIRST AND foremost, none of the independent stores disappointed, each had their own character, approach and all very capable in differentiating their offering over competitors. I have to, on this occasion, give this branch of Halfords the credit it deserves. I left genuinely surprised and despite the assistant leaving no stone un- turned during my questioning, I have one more – what if all branches of this national were this strong? Halfords promised big changes in its last quarterly
report. If this store is an example of what’s achievable then, like it or not, the competition just got a whole lot stronger. That’s in terms of customer service, store presentation and the staff themselves – which on this occasion were immaculate.
BIKEBIZ JULY 27
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