While traditional bicycle retail still functions almost entirely production-driven, Freebike opted for a different starting point three years ago. The Nijmegen manufacturer of e-bikes delivers purely custom-made. Customers configure their ideal bike online and can pick it up within 3 to 5 days. At the recognized bicycle specialist in their area. If you want to grow as a brand in the digital sales channel, you cannot do without DST, says Rob Beset.
He was director of Batavus for 25 years and from that experience he also knows the criticism that retailers have of traditional production methods. "New collections are launched every year, in which the dealer has to invest heavily and build up stocks, but is also obliged to clear out every year. By putting the consumer in charge, the dealer no longer has to discount 'old' collections and no sales space is taken up. Moreover, the customer is satisfied with customization that he puts together himself. This creates a good turnover rate of stock in stores without margin risk for the dealer."
Clear: six models
Freebike is a specialist in bicycles for daily use. Cycling for commuting, cycling to go to school or for sporty touring. “All bicycles with a mudguard,” says Beset, “where the customer can choose from six models (men or women), in three sizes and five colors. The choice of type of gears, brakes, lighting, handles or, for example, the capacity of the engine is also up to the customer.” The ordering system is user-friendly, but also smart. “Most customers ultimately end up with the bicycle that they initially saw as ideal.” The fact that the range of the formula is limited is an advantage. “By making the range realistic and targeted, customers are more likely to be convinced and very satisfied with the self-compiled bicycle,” says Beset.
Pick up from local dealer
Delivery of the online assembled bicycle is via authorized dealers. It is a choice that Freebike made emphatically. "Dealers feared online, but now realize that the combination of online and offline only stimulates sales. Our bicycles can of course also be assembled in the store at dealers, if the customer wishes. Configure your bicycle yourself and pick it up from the dealer of your choice within a week. During the online checkout, the customer indicates from which dealer he/she would like to pick up the bicycle."
The bicycles, completely assembled by customers themselves, are now sold through a large network of around 150 bicycle dealers in the Netherlands, Germany, Denmark, Belgium and France.
Digital collaboration
The role of automation in Freebike's growth is evident. “If you want to grow as a brand in the digital sales channel, you cannot do without DST,” says Rob Beset. "The role of DST is very clear, it stands for digital collaboration. I used to be extremely annoyed by the manual entry of all data. Whether it concerns batteries or frame numbers, dealers must have uniform data available and be able to link it without difficulty. DST recently includes all data about the bicycle we supply, but also about warranty, servicing and registration. From now on, every bicycle we supply can be scanned by the dealer in one go, via the supplied consignment note."
Positive reactions
In the past, Freebike did a dealer tour to talk about the connection between Freebike and DST. It resulted in mainly positive reactions. “The administrative advantage is enormous,” he says. "DST saves time and reduces the chances of making mistakes. In addition to the monthly fee, it mainly takes time in the beginning, but the return counts more for us. By that I mean unburdening Freebike, but also increased control over finances and stock. And of course the way in which we can now contact dealers more quickly."