Loyalty Truth

We recently published a new Case Study examining the competitive scenario between two leading retailers of cycling gear and supplies – Bike Nashbar and Performance Bike. There is a de-facto advantage to one of the players and a key channel that the other can leverage to fight back.

The ultimate question: What would you do if wearing the moccasins of either Chief Marketing Officer?

Since I don’t have all the answers, I recruited a panel of experts to review this Case Study and offer insights into what it will take for Bike Nashbar to put forth a differentiated Customer Strategy and how it should revamp its email marketing strategy.

Tom Rapsas, a Contributing Author to this blog and an independent Creative Director, Writer and Strategist offers up some powerful suggestions here:

I’ve got just one question for the marketing folks at both Performance Bicycle and Bike Nashbar.

Where’s the passion?

As Bill points out in the Case Study, cycling now ranks as the second most popular recreational activity in the U.S. and is growing in popularity among the racing/triathlon set who are plunking down on average $3,500 per new bike. Yet, judging by the non-stop stream of promotional e-mails these retailers are sending out, they’ve decided to play a “lowest price wins” game.

This is further evidenced at their respective Web sites. During a visit to Bike Nashbar, I was greeted by a colossal 90-point headline that read “TAKE AN ADDITIONAL 20% OFF!” Not to be outdone, the primary image on the Performance Bicycle home page was “FREE SHIPPING.”

If the Web-only Bike Nashbar wants to truly separate itself from its bigger, bulkier competitor, it needs to lead not with price but with passion. It needs to make an emotional connection with its customers, by showing that it knows and loves the sport of cycling as much as they do.

This approach starts with something lacking from both Web sites–attractive, compelling images that show the target market at play, whether it’s recreational cyclists, weekend warriors or competitive triathletes—or some combination of all three. Sure, I know you want to show me the goods, but you can make an emotional connection as well, by showing me the joy and excitement of cycling, the camaraderie, the beautiful places it can take me.

Then, start sending me e-mail communications tailored to my personal interests. Base it on my past purchases or browsing history, or better yet ask me to take a survey to find out if I’m a recreational or competitive cyclist, if I’m a street or trail rider and if I’m in the market for a new bike or specific accessories. Then, keep me posted on the latest products and trends that most interest me.

You’re not done yet, Bike Nashbar. Take the steps necessary to become the “go to” source for biking information and education.   How?

• Post Web-based cycling tutorials on your site and YouTube.
• Add employee reviews of products.
• Send out regular updates on bike races, trails and events in each customer’s geographic area.
• Start a Bike Nashbar blog manned by your company’s most avid cyclist (don’t have one? hire one!) and invite a dialogue with your customers.

By making an emotional connection with its customers and winning the passion game, Bike Nashbar has the opportunity to escape the no-win “our prices beat their prices” approach. As Bill once reminded me, there can be only one WalMart in any category–and Bike Nashbar, I don’t think this is the game you want to compete in.

Tom Rapsas is an independent Creative Director, Writer and Strategist. He can be reached at tomrapsas@gmail.com.