jack the lad
Well-Known Member
I would integrate the cycling and motoring departments and segment them by customer characteristics, replacing the simple bike/car split so that you get sections in the store where the product mix will appeal to a similar customer base.
For example i would put BMX and Dirt Jump type bikes in the same section as car hi-fi, drainpipe exhausts and alloy wheels - The win-win is that it would sell bikes and bits to teenagers who come in to fantasise over 'when I get my first Corsa..' and it would create brand continuity for teenagers who come in to get bikes and bits, but abandon bikes for cars as soon as they can.
There would be a 'family' type section where the kids bike stuff sells alongside car tidies, child car seats and roof boxes for MPVs
Small bike parts like inner tubes and lighting should be alongside the de-icer, windscreen wipers and car bulbs - in the upstairs bit at the back of the shop, making 'distress' purchasers walk past all the tempting higher margin goodies. The service department and commuter bike sales would be up there too. I would be seeking to price LBS's out of business in this department.
Hybrids, cruisers and low to mid range racers and MTBs would be in with all the other leisure stuff - tents, EU headlight beam adjusters, trailers etc.
I would leave the high end market to specialists.
If I was top bod in Halfords plc I would also be doing what the rest of them do. Fleecing the shareholders with a reward package that pays me off handsomely whether or not I succeed and that I can boost through a short term strategy that might even potentially bankrupt the company.
If I was the majority shareholder I would be looking at long term growth in the cycling market by selling better products for children and young people to encourage them to keep cycling into later life.
For example i would put BMX and Dirt Jump type bikes in the same section as car hi-fi, drainpipe exhausts and alloy wheels - The win-win is that it would sell bikes and bits to teenagers who come in to fantasise over 'when I get my first Corsa..' and it would create brand continuity for teenagers who come in to get bikes and bits, but abandon bikes for cars as soon as they can.
There would be a 'family' type section where the kids bike stuff sells alongside car tidies, child car seats and roof boxes for MPVs
Small bike parts like inner tubes and lighting should be alongside the de-icer, windscreen wipers and car bulbs - in the upstairs bit at the back of the shop, making 'distress' purchasers walk past all the tempting higher margin goodies. The service department and commuter bike sales would be up there too. I would be seeking to price LBS's out of business in this department.
Hybrids, cruisers and low to mid range racers and MTBs would be in with all the other leisure stuff - tents, EU headlight beam adjusters, trailers etc.
I would leave the high end market to specialists.
If I was top bod in Halfords plc I would also be doing what the rest of them do. Fleecing the shareholders with a reward package that pays me off handsomely whether or not I succeed and that I can boost through a short term strategy that might even potentially bankrupt the company.
If I was the majority shareholder I would be looking at long term growth in the cycling market by selling better products for children and young people to encourage them to keep cycling into later life.