RETAILERS
also opened and closed a pop-up in West London, which we learnt a lot from.” Fully Charged opened the store in Chiswick
in May, which was located at 147 Chiswick High Road and boasted 5,000 sq/ft of retail space. Jaconelli continued: “The main thing that we learnt was that you’ve got to have a service centre twice as big as your showroom to be able to do anything in this space. And ultimately Chiswick was just a showroom with a very small workshop for basic repairs.” The retailer also has a store in the New Forest and one in
Liskeard, Cornwall, the latter of which was opened in April this year after a successful year-long soft-launch. Its new permanent residency serves to get individuals, families and businesses within the Southwest on electric bikes and electric cargo bikes, as well as offering servicing and expertise. Both New Forest and Cornwall are two places Jaconelli said he is “extremely fond of” and wanted to open in - which is the same with the retailer’s store in Guildford. “I’ve chosen places that I have some kind of attachment to and vision there, so that’s been great,” said Jaconelli. “And then Silverstone as well - they’re great spots.”
Customer journey
Speaking of physical retail, many businesses will have observed a trend of customers moving their buying habits
from the high street to online, particularly over the last few years and in multiple other industries as well as bikes and micromobility. “I think one of the reasons for our success is that we’re not on the high street,” said
Jaconelli. “And again, that was a bit of a problem with Chiswick. And I think that the high streets are quiet and people are not going out and spending in those environments.
“People are going down content funnels and going online and enjoying the research, getting their knowledge up and then wanting to go to a destination, and ideally not the high street. We find we have a very informed buyer that’s highly enjoyed our YouTube videos and our educational content. And we’re seeing vast increases in online business.” Fully Charged has invested heavily in online and heavily in
content, Jaconelli continued. “And we believe that whether the purchase is actually made online or not is irrelevant. It’s the journey and then winning the customer’s loyalty because of how much detail and fun that we put into that journey.”
Micromobility Retailer of the Year Fully Charged won Micromobility Retailer of the Year the BikeBiz Awards 2023, with this and the majority of other winners decided by an expert judging panel. There were 15 awards in total, split across five different categories: Brands,
www.bikebiz.com
December 2023 | 25
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
