This page contains a Flash digital edition of a book.
OFF TRACK Zero The latest edition of the National


Infrastructure Plan made zero mention of bicycles, despite ‘getting behind’


transport using “more environmentally sustainable technologies”.


£40,000


A one-of-a-kind Forme bike worth £7,000 was given away at Action Medical Research’s Champions of


CycleSport dinner. The Moore Large house brand’s bike raised a whopping £39,780 for the charity.


70,000 14 years The Saddleback Fred Whitton


Challenge ride is on the move after 14 years at Coniston. The ride start and finish of the Lakeland Cycle Sportive will now be at Grasmere, using the Sports Ground there as HQ.


www.fredwhittonchallenge.org.uk Prudential RideLondon £25,000


The Bicycle Association is getting behind London


Cycling Campaign’s high profile #space4cycling 2014 local election campaign, providing £25,000 to the initiative that plans to convince every candidate in the elections of the


importance of redesigning streets for cyclists.


BIKEBIZ.COM


The inaugural Prudential RideLondon, which saw 70,000 cyclists take part, won Sports Event of the Year and Large Event of the Year at the UK Event Awards.


Daniel Gillborn, Director


Cyclescheme as a revenue stream


IN NOVEMBER of last year, we held our 4th annual Brand Conference. The event was a roaring success which brought together key figures from the cycling industry including representatives from some of the biggest cycling brands and industry bodies. We have since spoken about some of the highlights


from the conference, but I thought it prudent to expand a little on some of the most crucial elements of our plans for this year and how we need to work together to ensure that Cyclescheme sales continue to grow for all of us. We are very proud of our innovative online admin tool and website and will continue to develop it alongside an exciting new B2B portal offering retailers more functionality than ever to make the most out of Cyclescheme. Additional features will include information on employers in your local area so you can respond with confidence to in-store queries. There will be a wider range of digital marketing and point of sale materials to help sell the benefits of the scheme and interactive store profiles, giving each and every IBD a space on our website. Further to this, the roll-out of the Cyclescheme


Academy – a series of interactive courses aimed at gaining an enhanced level of Cycle to Work scheme knowledge across IBDs – will ensure that these new promotional tools can be used to full effect and that everybody from your accountant to your Saturday staffer can gain an intimate understanding of the scheme. These developments, coupled with increased


interaction with stores and an extended programme of conferences all underpin a very important initiative for us – making 2014 our year of the independent retailer. Only by working together and treating Cyclescheme sales like any other revenue stream will we really see a marked difference. This means seeing a Cyclescheme customer as a unique and special opportunity. A person who is not only keen to absorb advice, but also has the support of their employer and Government savings. Aside from the initial sale, there is potential for that customer to come back to your store again - for repeat purchases, servicing and replacement components. . So, the next time a Cyclescheme customer visits your


shop, remember that they are one of the most valuable customers you will have in store that day with a higher average spend than other customers, a greater inclination to buy P&A and present a fantastic upsell opportunity.


Daniel Gillborn is director of


Cyclescheme, the UK’s leading provider of tax-free bikes for work. You can reach him on Twitter @DGCyclescheme


BIKEBIZ JANUARY 87


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