Omnichannel by Van Nicholas Ends Cooperation with many Dealers & Distributors
HEERENVEEN, the Netherlands – Van Nicholas is Accell Group’s first brand to start an omnichannel ‘clicks and bricks’ strategy as of January 2017. According to Van Nicholas this strategy is, “Aimed at combining the benefits of an online channel with modern retail.”
“Especially for Van Nicholas as a niche brand, it is of increasing importance to have a seamlessly connection between the dealers’ brand experience and the brand’s values. We have experienced that this can’t and won’t be realized within the current distribution strategy,” the company states in a press release.
Leading position for the consumer
For Van Nicholas the consumer will take central stage in all future business processes. The organization will be adjusted accordingly while a new website with an integrated web shop will be launched. Consumers can directly communicate with the titanium specialists of the company Van Nicholas and order their preferred bike immediately.
IBDs closely involved
“At the same time we will step up our cooperation with a limited number of retailers in our key markets, the Netherlands and Great Britain. Consumers can still visit the ‘brick built’ specialist stores for advice, but also to buy their bicycle, for service and maintenance. In addition these partners will act as showrooms/test centres and are closely involved in this business case.”
Van Nicolas also states, “This change in strategy means that Van Nicholas will end its cooperation with the majority of its dealers and distributors.”