Specialized was preparing to launch a new retail services programme to their dealership.
This strategy will be the first time Specialized has partnered with dealers in investing in their retail environments. The programme develops a partnership with forward thinking retailers to create an exclusive branded store, employing the most progressive business concepts and strategies in order to deliver a high-end retail experience to the discerning consumer.
Traditionally, this is not an element of retail bicycle dealers have understood or been prepared to invest in. The retail programmes offered will range from a basic fixtures programme, working with the dealers’ current fittings, through a concession style Store-in-Store programme, up to a premium Concept Store.
Concept Store is a Specialized branded store, most closely related to a franchise, aiming to create a quality retail environment that competes with primary brand high street stores from other industries.
For Concept Store and Store-in-Store Specialized are asking the dealer to make a significant investment into their store environment; taking the high ground in fixture and fitting quality, retail design, lighting design and fittings, graphics, and are asking them to invest in and change their retail practices.
This initiative is one of the most important strategies for Specialized globally, and is both necessary and critical to support the development and growth of the brand. This retail services programme drives a new retail model, which will return improved revenue and profit; and for many of the dealers this partnership model is very new and unfamiliar.