FEATURE
our customers. It builds confidence. We certainly saw an increase in enquiries on the back of
it. In the weeks post-award, we took around 100 inbound enquiries. That’s an impact we’re very grateful for.
How does that translate when you look at sales performance? Our Squish sales grew by +69%, year on year. Part of this is driven by how we manage stock availability, and part of it is the dealers we are working with. Whether it is a visit by a member of our sales team or an inbound head office contact, I want bikes in dealers’ hands within 48 hours. Customers want the bike now! We’re hot on this, knowing it makes a massive difference for our customers and their customers.
When we consider our new retail partners, there are key elements we look for: We partner with retailers who are genuinely excited about Squish bikes first, not just the profit margin. We want to make sure both our existing and new retailers are delivering the right level of service and experience.
Many parents buying kids’ bikes might be first- timers, so dealers need to be friendly, patient, and helpful. With children’s bikes we look for a good dealer who focuses on understanding the customer and not overwhelming them with tech talk - no mention of Shimano this, or double butted that - more style, colour, size and how that relates to fun. Then we add in a sticker kit - a simple, fun thing which children love. That’s the stuff kids care about, and, critically, it means parents see their child get excited about their bike. Every Squish bike has a 10-year warranty. From a parent’s point of view, that is important so they can enjoy peace of mind knowing their investment is built to last. Retailers should consider children’s bikes as a frequent sale - it is necessary to consider the wider ‘buying lifestyle’ of a child’s bike. Bikes purchased during lockdown are now four years old; a child will have outgrown these bikes and will be in the market for a replacement.
Interesting to hear you mention that fun needs to be an active element of the experience in-store. Fun is something that can’t get lost in these interactions, be that with a child or a parent. The importance of personal service in-store, making customers feel special, can’t be underestimated. A children’s bike sale today may well be an adult’s bike sale to the parent in future. Making people feel welcome and comfortable, ensuring the experience is enjoyable, is essential to making this future ‘add-on’ sale happen.
14 | May 2025
How do you see retailers welcoming people with their store design and their customer experience? Selling bikes to people takes a blend of things. The environment in which this happens plays a significant part. As an industry, we have to think about how welcoming we
are to customers. Are we shaping our shop in a way that feels intimidating or welcoming? Do we understand that this can present a very real barrier to entry?
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