News Article

Ahold and Pon Cooperate in Online Bicycle Sales

Sales & Trends 2595

DOETINCHEM, the Netherlands – Online sales in combination with drop shipments at retailers is often referred to as a viable option for omni-channel distribution. Gazelle’s owner Pon Bike Group will test this strategy with its Union branded bicycles on Ahold’s online platform Bol.com in the Netherlands.

Ahold and Pon Cooperate in Online Bicycle Sales
Union introduced a new online sales strategy in cooperation with its IBDs. – Photo Union

Ahold Delhaize is one of Europe’s biggest supermarkets (as well as other retailing forms) chain. During the trial in the Netherlands consumers can buy their bicycle online and select their preferred dealer who will take care of final checks and delivery. Online bicycle sales in the Netherlands is getting rather common, but not in cooperation with IBDs and online platforms like Bol.com.

Drop shipment

Bol.com general manager Huub Vermeulen expects to start the test within one or two months. “Unlike other webshops that deliver their bikes in a box on people’s doorstep, our customers can pick up their new, ready to ride bicycle at a bike shop. And while the customer is in the shop retailers have to opportunity to upsell as well.”

Union has been founded in 1911 and is part of the Pon Bike Group since 2015. The brand is an independent business unit within the group looking for new opportunities, including online, to grow its sales.

According to Ahold Delhaize’s financial statement Bol.com increased its turnover by 29.8 percent to 1.6 billion euro in 2017. One third of the platform’s sales were generated by its partners like Union.”

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