OPINION ABUS want to improve sales for all, and one way is to
improve on a traditional wall of similar D-locks, by adding new, exciting, creative, modern products alongside. And for helmets, to go from an illogical mix of helmets to, where it suits, a well thought out offering of kids, road, urban and MTB helmets. Both these actions are supported with industry-leading shop-in-shop fittings to help with the consumer’s store experience. Inspiration has come from European markets where ABUS guided range plans and shop-in-shop displays have, for years, grown business for retailers. In recent years, results in the UK and Ireland have mirrored the European successes, examples of which are available. Having an interesting well laid out and displayed range is a good start. Consumers may be unaware of the range of lock styles
I don’t know the specifics on how this bike was purchased, maybe he or she ignored the shop’s advice, but my point is that when selling a bicycle, a lock discussion should be made every time, otherwise it is a sales potential lost, and that sales potential, considering the high margins available on locks, along with credible price points, delivers good cash profit to the till. Decreasing retail price points are appearing, and this can be a threat. Absolutely, value is no terrible thing, but at what cost does it come to the retailer? I was recently with a retailer who told me that he had replaced a lock with an alternative brand because the retail price point was a little lower, and the margin was higher. I did the math, and this retailer realised that for every lock they sold, they took less cash and more importantly, actual cash profit in the till, so they were working for less. It is a one-way street, sell as much as the year previous (if you can), but lower turnover and lower cash profit. Combined with reported lower cycle shop footfall, the outcome is like a snowball rolling down a hill. Beyond designing, manufacturing, marketing, and selling
product, ABUS recognise the need to invest in the retail network. We do this by assisting with range planning, merchandising, advertising, point of sale, store events, staff training and more. ABUS UK now has four full-time representatives in the UK and Ireland to support retailers. The future of our business is not simply excellent product; it will come from supporting our customers. We are here to help in any way possible.
46 | February 2026
that are now available. How a folding lock works and is stored on your bike, for example, can be hard to work out if you have never seen one before. Open questions, such as where is your bike stored, what is the risk where you live, or where do you leave your bike, can lead to what level and style of lock is recommended and from there, with the right range stocked, choices can be made at varying price points. Have you considered security at home? Is your garage and shed an easy target for thieves? The conversation is easy to extend beyond “take this £50 D-Lock because it is Sold Secure Gold,” that is the ‘lazy’ route that could cost much- needed profit. The ABUS One Key offering is something consumers and
some retailers may not be aware of. One Key is a fantastic opportunity for the retailer. A significant percentage of e-bikes use an ABUS cylinder for the battery lock and maybe also an ABUS frame lock. Most bicycle retailers will be aware of the ABUS credit card-style keyring tied to the handlebars on new bikes. With this, and the key number printed on it, unlimited amounts of different locks can be built using the same key. It is a cool feature that consumers love, and a real benefit for cycle shops. New locks built with One Key take around two weeks to arrive, at which point the customer revisits the cycle store for collection, and at this time, the new bike owner might need a comfier saddle, some pannier bags, so the opportunity then extends beyond the sale of the locks. Win, win. 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. Referencing back in this piece to Christmas bicycle sales, what we did or had before will not necessarily happen again, so we need to adapt. The recent BA data at last shows cycle industry sales growth in some areas, but each of us, trade, and retail, must remain outwardly thinking, open-minded and focused to grow from the pool available. Yesterday is gone, there is now nothing to lose and all to gain.
www.bikebiz.com
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
