FEATURE
retailers are already seizing: increasing focus on high- value, low-complexity upsells that extend the utility of a customer’s bike purchase. In plain terms? Accessories are no longer an afterthought. They’re the battleground for profit. But the real unlock isn’t just about selling more accessories, it’s about bridging a knowledge gap at the point of sale.
Asking the question “Have you thought of using your eMTB for more than just weekend trail centres?” opens the door to a conversation about turning a weekend trail weapon into a sunny weekday commuter, an overnight adventure rig, or a long-haul touring setup. And crucially, it leads directly into versatile, system-based upsells that make the customer’s bike and their relationship with the store more valuable over time.
At aeroe, we’ve built our brand around making this shift possible. Our racks and cradles allow riders to transform their eMTBs and MTBs into multi-use machines with minimal setup, universal compatibility, and no compromise to performance. It’s not about selling ‘a rack,’ it’s about offering a platform that evolves with the rider’s needs. While the average eMTB rider may not be looking to eat roadkill and sleep under a tarp in a ditch, they are still adventurous, looking for ways to carry touring gear between Scottish Airbnb’s, or for battery-sapping missions into the mountains. Maybe they like the appeal of a pannier rack for sunny-day office commutes, connecting quaint Peak District B&Bs, or for carrying picnics while riding around Rutland Water. These are rides we all do, yet few brands are talking to this customer, and the knowledge gap remains that many retailers do not intuitively connect an eMTB with such adventures. During a recent dealer visit to one of the UK’s flagship
bike stores, we were struck by a striking contradiction. The retailer’s floor was almost entirely focused on eMTBs, with the staff enthusing about how they were dominating sales and customer interest. But when we looked at their accessory wall? It was stacked with racks and bags designed for gravel bikes and traditional tourers. Nothing reflected the actual customer they were selling to.
aeroe’s In-Store Strategy: We don’t claim to be experts in merchandising, but we love to listen and try to find solutions. Experience has taught us that the best upsell comes from confidence, and we find a brief internal session on ‘How to turn any eMTB into a touring or commuting setup’ always helps empower retail staff to upsell without resorting to a dreaded hard sell. We focus our in-store strategy on four key points: Great sales start with curiosity. Asking a few simple questions often unlocks new value. Does the customer commute? Go away for weekends? Want to carry gear for
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kids, camping, work or touring kit? This reframes their eMTB purchase as a tool, not just a toy. Make the upsell visible. Putting racks and bags on demo eMTBs on the shop floor transforms a bike into
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