OPINION
revenue outcome here? Does this promote the need for a good lock? The bicycles at this store include £5k e-bikes, and the store is in a wealthy area. Surely lost opportunity here.
Could it be that when selling a bicycle,
we are reluctant to suggest the consumer spend more money, and could it be that we ourselves have decided that £50 is the right amount to spend on a lock, whilst at the same time we decide that a single D-Lock is the correct solution? With locks being one of the first and best after-sales add-ons when buying a bicycle, should we take this category more seriously? At ABUS, we would obviously say so. Some slight changes can increase revenue and profit in this major category. From our experience, consumers, when given the choice, are interested in lock options other than, or as well as, a D-lock, and are often happy to spend more than the average £50. They are also open to advice on how to best lock their bike. Consumer knowledge on the range of locks available tends to be limited; they can be unaware of the growing
use of angle-grinders to steal bikes, for example, or how desirable bikes are to thieves, or that professional bike
thieves exist. For these reasons, locks present a fantastic opportunity for cycle shops to engage with consumers, offer good advice and build customer
“IN CHALLENGING AND CHANGING TIMES, SUCCESS
MAY NOT COME FROM RELYING ON OR DOING THE SAME AS BEFORE. PAUSING
TO CONSIDER ALTERNATIVES, ADAPTING FROM THE OBVIOUS TO THE NEW AND EVOLVING, NOT STAGNATING, BECOMES MORE IMPORTANT.”
loyalty. Satisfied customers share their experiences, a win for any cycle shop. Explain to the new bicycle owner that the £20 cable lock can be cut in seconds, and their buying decision may be easily changed. £20 locks are not bad and can form part of a range, but they should be offered alongside a selection of locks up to the best available. Having only the obvious or majority low-cost options leads to one result: a lost higher-priced sale opportunity, less profit in the till and potentially a customer whose bike will not be secure. Recently, I was at my local train station and noted a newish-looking CUBE MTB locked with a 6mm cable
through the top tube, neither QR wheel nor QR Seat Post secure. Would that owner have appreciated it if someone had explained
the dangers of leaving that bike like that? I think so. Clearly
Before Kids area
After Kids area
www.bikebiz.com
February 2026 | 45
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