FEATURE
James Steel How is technology
changing the retail landscape?
Citrus-Lime director James Steel tells Rebecca Morley about the importance of independent bike shops having an online presence
T
he pandemic has changed almost every aspect of our lives since it hit, including the way we shop. Many consumers turned to online when physical
stores were forced to close, and while bike shops were one of the few exceptions to the closures, many still had to adapt to lower footfall and social distancing restrictions. “Bigger retailers set the expectation for shopping online: 24 hours a day, next day delivery, incentive schemes and that kind of thing,” said James Steel, director of retail tech firm Citrus-Lime. “They set that agenda and within the more
52 | June 2022
traditional setup that a lot of IBDs are, how they react to that proved to be challenging. “I think some of the aspects of the technology stack, what they’ve selected to try and deal with different ways of shopping, one of the main challenges was those things proved to not be very good at communicating with one another – my point of sale system where I manage my stock and my customer special orders, that doesn’t connect with my e-comm platform, and I want to click and collect but my e-comm platform doesn’t have the ability for
www.bikebiz.com
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