Specialized has previously stated it would never sell bikes online but now the US brand has done just that with the launch of its ‘Rider Direct’ option.
In doing so it is following the example of brands like Canyon. Though Specialized will continue to sell bikes through retailers all over the world, its latest moves will cut out the retailer either fully or partially from make bike sales.
Its direct sales option launches next week and, for now, it will only be available to customers in the US. However, it is certain to be expanded once it catches on.
Those cyclists who choose to buy online will also be given a range of options about how the bike will be delivered to them – to a local bike shop or to their homes – and also what state of assembly the bike will be in when it reaches them. Furthermore, cyclists who have their bikes delivered to their homes will face a small fee for the pleasure.
When new scheme starts next week a range of options open up, though the existing method of purchase by walking in a Specialized dealer, independent retailers or shops the brand owns will still be available.
The first new option involves cyclists going on Specialized’s website and checking via a dealer locator if their closest dealer has the bike they want in stock. If so, the buyer can contact the shop and arrange the purchase.
A second option involves customers buying from the Specialized website and having the bike deliver to a Tier 1 or Tier 2 Specialized dealer were it will be assembled and the customer can collect it. The dealer will receive 50 per cent of the usual margin it receives for a bike sale and this option will not be open to independent retailers.
Thirdly, the customer can buy from the Specialized site and have the bike delivered to their home in a mostly assembled state, like Canyon, and with no involvement from any dealer.
The fourth option also involves a purchase from the site and home delivery by a Specialized dealer. However, the bike will be fully assembled and the dealer will help adjust it to fit the rider, for which the dealer will receive 75 per cent of the usual mark-up.
The option to cut out the retailer and have a bike delivered at home, with no dealer involvement, will be welcomed by cyclists as it expands their options, though retailers are less likely to be excited by the move.
The move comes at a time when Specialized has been under pressure in the US as Trek and Pon (which owns Santa Cruz, Cervelo, Gazelle, Focus and others) have been buying retailers. Some of the retailers that have been acquired include those that sold Specialized bikes. Once the retailers have been bought by Trek or Pon, they discontinue their sale of Specialized bikes, thus cutting off those dealers from Specialized.
