Bike Europe Conference Indicates: It’s not About Omni-Channel But About Consumer Centricity
FRIEDRICHSHAFEN, Germany – At today’s Bike Europe Conference on “Facing The Challenges of Omni-channel” the most striking remark came from e-commerce specialist Matthijs Rosman. He said, “The discussion must not be on omni-channel. It’s only about consumer centricity.” The message is: “Do not stick to your current business model but move!”
Professor and MD of the Ecommerce Foundation Jorij Abraham emphasized “The world is changing and that hurts. It is forcing all of you to change too. Nowadays the market is consumer and technology driven.” He pointed out that brands do not need brick&mortar retailing. “Online is able to function without that. The more complex a product is the more specialist it needs. If you want to survive as retailer than you have to become a specialist retailer, or a vertical retailer like strong brands as KLM, Apple, Desigual. The specialist retailer next option is to make a choice; is the consumer coming to you or do you go to the consumer.”
Who’s doing what
Jack Oortwijn, editor-in-chief of Bike Europe, made clear who is doing what now on omni-channel in the European bike sector. “In The Netherlands online bicycle sales is currently estimated to stand at a 25% market share and in money terms even higher. In the UK the number of IBD’s dropped by 10% in the past year.” Suppliers are responding on the transition to online is by evaluating the added value of online and offline partners in the distribution chain. By doing that they calculate the net purchasing price.”
Matt Gordin of BikeExchange sees a bright future for market places on which also IBD’s can place their products and where brands can promote themselves. The USP of marketplace BikeExchange is that it leads consumers with content to products he wants.
Also Yavor Peshev from Bike Sppot argued for a platform; for consumers for customizing their bikes. “This platform structure enables a close to market approach. Bike Sppot functions as a one-stop-shop, for industry-partners. And it offers possibilities for optimal customizing. It’s a user interface as well as a partners interface. Such open platform a the future for creating speed-to-market.”
The 2017 Bike Europe Conference was visited by close to 250 industry peers. Bike Europe’s September edition will feature a comprehensive coverage on the industry’s transition to omni-channel.