Focus Starts Webshop in Germany
CLOPPENBURG, Germany – Last week Derby Cycle announced the official launch of the click & collect webshop for its Focus branded bikes in Germany. With this move and after 25 years of ‘riding’ “together with our IBD partners” Derby Cycle is steering a new course. At www.fokus-bikes.com German consumers are now able to “order online, pick up the bike at the dealer of his choice and enjoy the IBD service.”
Right from the start some 100 dealers are taking part in Focus’ new omni-channel strategy. Germany is the first country at which Derby Cycle is offering its online shopping service for Focus bikes. The first buyers that shop online can win a bike ride with bicycle legends Mike Kluge or Geoff Gulevich.
After sales services
Since last week German consumers can choose from the complete Focus line-up at www.focus-bikes.com. They can pay “With credit card, Paypal or immediate transfer.” Moreover Focus offers a flexible six to 72 months financing option. The German Focus customer can choose a nearby dealer for picking up the online ordered bicycle, e-bike or e-MTB. The Focus dealer is handling the ready-to-ride service as well as all other after sales services. The compensation the dealer gets from Derby Cycle for offering these after sales services is not communicated in the company’s announcement on the new Focus omni-channel strategy.
Digitally enhanced Focus brand perception
Next to the new click & collect online shop Derby Cycle is also upgrading the digital distribution and marketing activities for its Focus brand. According to brand management director, Moritz Failenschmid, the Focus brand perception is to be digitally enhanced in all areas to become more premium and more individual. Therefore he claims it to be logical to step into online sales as this is combined with digital marketing campaigns. As well it offers Focus potential buyers more targeted information and support. Nevertheless Derby points out that “due to the increasing complexity of the product – and especially with an eye on the e-trend – the personal face-to-face support of the dealer becomes more and more important.”
In other words: IBDs supporting its customers with advice and assistance are still what Derby Cycle calls “the center of the service chain.” With its new webshop Derby says it is combining “The best of the Focus on- and offline world.”