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greeted by endless different types of bike and you can’t see what’s what. This is definitely, whether it’s online digitally or in a showroom, about your bike, your way. I think that’s what we’ve redefined.”
Being digital first and having an online offering is also
paramount - that’s what it all stems from, said Smallwood, the brand’s digital proposition. “From the web, to video connections with showrooms right through to the actual physical showrooms, it’s trying to make sure that we build an experience that is consistent and connected,” said Lawson. “If you come into store or if you transact on the website,
you’re still getting the same experience. It’s the same technology, and that makes it an advantage because the team on the ground can build a bike with a customer, and not necessarily pressure them to make a transaction there and then. They can take a five digit code, take it home, tap it into the website and they’ve got the same build experience that they’ve just had and they can complete it in their own leisure because it is one integrated, seamless experience.”
Bike Brand of the Year Last year also saw Ribble Cycles win Bike Brand of the Year at the BikeBiz Awards in association with ArmaUrto. Judge Aoife Glass, MBR digital editor, said: “Ribble Cycles
impresses not just because of a wide range of bikes each developed with an eye for detail and performance, but also because of the focus on great customer experience and ensuring riders at any point in their cycling journey feel able to talk to someone from the brand to get advice and recommendations.” “As a bike business, that’s the award to win,” Smallwood said. “It was amazing, one to be nominated, and to win. It’s a true reflection on the effort and the hard work that the team has put in at Ribble, and to get recognition has been really really good.” Lawson added: “It’s a recognition for the effort of the sum of all parts. It’s one thing to win an award for a particular thing that you can really focus on and deliver, but this was recognition for all the bits put together. Because for it to be a brand, it’s not just about being a product. It’s not just about a customer experience, it’s not just about a showroom or a website, it’s all those things put together. “I think if you’d asked us when you came to the NEC show [in 2018, where Ribble unveiled a new range of bikes covering road, CX, adventure, TT/tri, urban and CGR categories] and saw those 23 new models launch, what would be a measure of success in the future and whether this change in direction was working, I
50 | January 2023 think this award is one of those things,” added Stacey.
What’s next? Ribble Cycles celebrated its 125th anniversary last year, launching a 125 campaign and three signature 125 anniversary edition designs. The campaign aims to celebrate the brand’s heritage, legacy and pioneering spirit alongside championing its exciting and dynamic future. So what’s next for the award-winning bike brand? “It’s more of the same in terms of keep pushing the boundaries,” said Smallwood. “That’s what we’ve done over the past few years, is push the boundaries of what the perception is for bicycle retail, and bicycle product design and development. More of that is what we’re planning on doing. “Over the past few years we’ve diversified our product
proposition significantly. Looking at new categories where we can give customers within new markets the same level of attention to detail and R&D and focus. There’s a bit more of that to come as well as we continue to push into those categories. “From a digital perspective, we’ve got quite an exciting digital roadmap as well in terms of how we continue to drive that customer journey and that customer experience from a digital perspective.”
Smallwood added: “This is our time now, the three of us and the rest of the Ribble team, to be able to put our mark
Customers from all around the world can speak to one of Ribble’s experts via a live one-way video chat
www.bikebiz.com
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