We believe that buying and owning a premium product should come with a premium experience, with premium customer service and support. A great example: Take the way Apple engineered the boxes its products come in. They’ve been specifically designed to have a slow open, which has a degree of resistance, a little like an air lock, as well as a smooth glide. It feels premium and special. It creates a heightened sense of value for the customer. The approach - packaging adding to the new owner’s brand experience - is similar to the packaging that a high-priced watch comes in. This approach to product and packaging design is based on
extensive research. Nothing is left to chance. With Apple, they know that a significant majority of their
customers keep the box the device came in. It’s part of the brand’s wow factor. Anyone with a special watch knows there is value in retaining the original packaging. This wow factor is part of what people buy, why people bond with brands, and why they remain loyal long-term.
Why would that be any different when buying a Pearson bike? Taking this into our world, it’s why our customers receive an ‘owner’s pack’ - a box that is designed to have that premium ‘feel’, containing a branded torque wrench in its own box, a warranty card which is carbon fibre (remember our warranty is transferable between owners), and documentation printed on paper that has a certain feel and weight to it. It’s also why this comes in a branded musette. Buying a Pearson is an ownership experience that someone
accustomed to buying a premium product will be familiar with. Post-purchase, we offer exact-match touch-up paints. It might, on the face of it, seem a small thing, but when you love your bike, you know it’s actually a really important thing. Something you should be 100% able to rely on the brand to deliver, if and when you need it. We provide our retailers with bar and stem swap options to support the bike fitting process, which is offered with every bike. We know our retail partners are passionately geeky about, and seriously experienced in, bike fitting - not just using a bike fitting jig as a sales tool.
18 | July 2025
So, the brand relaunch is about a visual identity, but it’s also about a lot, lot more. Yes. Definitely. We, as a business, need to be telling this story in a way that reflects all aspects of the customer experience, for our retail partners, for riders, and for customers. Brand experience is something that we’ve worked hard at. If I created a map and placed Pearson on it amongst other
bike brands, we want to make it clear that if you are 1 of 300 customers who this year buy a Shift, then you bought a bike significantly rarer than a Pinarello F, and, though we’re obviously biased, I’d also add that it’s a better engineered bike. ‘Low volume production’ and ‘high standards of customer service’ are the market positions we’re focused on. We know customers drawn to these points have expectations. We take pride in meeting and exceeding them.
Post brand relaunch, what comes next? Now that the new Shift has officially launched, it’s ‘new bikes to retailers time. We’re excited to see people out riding bikes and hearing from our retail partners about the experiences they have when interacting with customers. Sharing our brand story is a significant part of what makes
the Pearson ownership experience unique. For us, it’s much more than words. Hopefully, I’ve given some insight into that as we’ve talked. Our difference is what makes us stand out. We structured things in a way that ensures customers, staff, and partners can feel that.
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