subaqua
What’s the point
- Location
- Leytonstone
Halfords are the number 1 bike retailer in the UK and have been for some years. They must be doing something right, so let's take a look at it.
Their target market is not cyclechat posters. Let them go to the specialist LBS. Their market is parents buying bikes for their kids AND people who feel entirely uncomfortable with the idea of setting foot in a LBS. There are loads of these people.
So why don't they want to set foot in a LBS? Well part of it is down to the whole "retail experience". They want something like going to Tesco. Nice layout, good lighting, reasonable (in their view) range of product, no personal relationship with the staff. No grumpy old guy who used to race 30 years ago looking down his nose at them. LBS are just too intimidating for someone who just wants to buy a bike.
Sure, maybe they would be ultimately better off going to a LBS to buy their bike but the problem is the LBS, not Halfords
I wasn't a cyclechatter when i had my 1st bike bought for me. bought from an LBS with a grumpy guy behind the counter. (TBF the internet wasn't available then) neither was I a cyclechatter when i got re bitten by the bug 10 or so yrs after learning to drive, went to a LBS no longer there ( Daycocks on Leytonstone High road) and a further 10 yrs on from that when i got properly back into cycling i looked at halfrauds and didn't like the attitude of the staff there trying to sell me something i didn't want. I went to a "supermarket" but a chain with a good pedigree in bikes - Decathlon. where the spotty yoof was enthusiatic about bikes and asked decent questions then made a good recommendation. which I ignored and bought the next model up. maybe that was hios sales plan , who knows but it was the 1st of several bikes for ME that i have bought from there.
maybe because i have a bit of prior knowledge and know when a bike is badly built , but wifey was clueless about halfords and she didn't like the place.