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Germany’s Biggest Webshop ‘Fahrrad.de’ Moves to Omni-Channel

Sales & Trends 1856

ESSLINGEN, Germany – Germany’s biggest bicycle webshop ‘Fahrrad.de’ starts next May with what it calls “service partner network”. With that the online provider of bicycles and bicycle products wants to start a cooperation with dealers as well as the mobile service company LiveCycle.

Germany’s Biggest Webshop ‘Fahrrad.de’ Moves to Omni-Channel
According to Internetstores Fahrrad.de service partners will be able to generate additional sales through final assembly of online ordered bikes. Photo Internetstores GmbH

Fahrrad.de is owned by Internetstores GmbH which is a subsidiary of Signa Sports Group and parent company of several bike and outdoor webshops like Bikster, Brügelmann, Campz and Fahrrad.de. On May 1 Fahrrad.de starts with its service partner network initiative. It is to present consumers the choice of having their online ordered bike and/or accessory delivered at home or to collect it at the Fahrrad.de service partner.

After sales service

According to Internetstores Fahrrad.de customers can collect their online ordered and ready-to-ride bike within two days at their service partner. With this new offer Fahrrad.de wants to support customers that might have difficulties with the final assembly of the in a box delivered bike.

Multi-channel strategy

Internetstores CEO Markus Winter says about the service partner network initiative “Thanks to its on- and offline channel network an ecommerce company is able to offer a much wider range of services than a stationary business. With our service partner network concept we are stepping further into the multi-channel direction. We are happy to offer our customers this additional service soon nationwide.”

As Online Bike Sales Grow More Mobile Service Providers Are Coming

As Online Bike Sales Grow More Mobile Service Providers Are Coming

CEO Winter furthered with “Fahrrad.de is making this step as online market leader with over 900,000 customers that want to have their online ordered products delivered in a good quality from our company.”

More ‘stationary’ stores

What Internetstores doesn’t communicate is that more and more ‘stationary businesses’ – aka dealers – are turning to ecommerce. And also that competing webshops are going ‘stationary’ by opening up shops. Fact is also that ecommerce platforms like Amazon are eyeing ambitions for opening up ‘brick and mortar’ shops. It underlines that webshops like Fahrrad.de, but also a company like Canyon Bicycles are turning to an omni or multi-channel strategy.

According to Internetstores the Fahrrad.de service partner “Is able to generate additional sales through final assembly of the ordered bike as well as through repairs and inspections.” However, the company does not make clear what allowances it offers to dealers that provide this service to the end-consumer.

LiveCycle

Next to dealers the mobile service company LiveCycle is an important partner in the multi-channel strategy of Fahrrad.de. Munich based LiveCycle GmbH has set-up stores in Berlin, Essen, Hamburg and Munich. Fahrrad.de and LiveCycle started earlier a partnership for offering (electric) bike leasing as well as for distribution.

Internetstores says that there’s big interest for its service partnership initiative. The company’s goal is to create as soon as possible a nation-wide network of authorized IBDs and repair stations.

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