BEANDS
PHOTO: ARNE MATTHIESEN
What differentiates us is that, as a brand, what we’re offering the consumer is a high level of product experience. We invest heavily in our R&D team, it’s our biggest department. We spend more time developing the bikes, to give the rider the best experience we can for the segment they’re in. You only need to see our presence on the track, often viewed as the F1 of cycling to see the technology that we deliver. I believe there are athletes across 26 federations choosing to ride Argon18. For any premium brand, a substantial chunk of that brand factor, that premium impression, is formed when customers interact with retailers who’re stocking the brand. We work hard with our retail partners to deliver training which gives staff the tools to deliver a knowledgeable and impressive customer experience. Staff need to know how best to present the brand, and the product, enabling them to close sales, to get people out onto the right Argon18. In addition to this, we also work with retailers to provide merchandising assets (branding, and fixtures) to create that premium in-store brand experience. Working with current budgets means that will look different from store to store, however, it is something we are keen to work with the right partners on developing and delivering.
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As a brand, we know that once a customer is on an Argon18 there is a high likelihood that they’ll buy another. This only happens because the sales experience is right and the bikes ride really well.
What are the goals for the UK over the coming 18 to 36 months? I should say, first up, that I’ve come from a background of working in IBDs and working within retail. I want to make sure that the retailers are there in two or three years, where we support them and they support us. I aim to have 60 retailers in the UK within the next three years. This will see the brand footprint reflecting the brand’s status in the global marketplace. We see road and gravel as key to this.
With this size, we are in a position to explore UK warehousing. Currently, the European HQ in Denmark builds the bikes which are shipped Europe-wide. Maintaining quality and standards on builds, but, in the medium term, having a UK warehouse is a clear goal. With retailer support we have been in conversation with Citrus-Lime, enabling shops to manage their stock ordering and inventory.
The B2B platform is developing and will become a more
integral part of being an Argon18 retailer. Online warranty support is in place and we have some fantastic features on the website that make retailers’ lives easier.
June 2024 | 51
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