Interbike Opens Doors to Consumers
LAS VEGAS, USA – To support sales activity through the retail channel the largest bicycle industry trade show in North America, Interbike, will allow access to consumers for 1st time in the show’s history in 2013. The new program’s primary intent is to showcase the industry to some of its most loyal and enthusiast customers.
Interbike’s goal is to help drive retail activity specifically through dealers that attend the show and to increase the value equation for exhibiting companies.
‘Interbike by Invitation’
The limited-access initiative is called Interbike by Invitation. It will allow registered retailers to invite their best and most loyal customers to attend. These special invitees will be treated as special guests of that shop and will be afforded preferential treatment at the show.
Interbike will not be adding a day for this initiative, and instead will be extending Friday’s hours and allowing access to both consumers and retailers on Friday, September 20, 2013. The show will now be extended to 6:00 pm on Friday instead of the previous 4:00 pm.
Opportunity for retailers
“We believe we have found the proper way to include the consumer, by showcasing the industry through retailers who attend Interbike”, said Pat Hus, Managing Director for Interbike. “We don’t want to open the flood gates to consumers seeking stickers and SWAG – but rather as an opportunity for retailers to invite their best consumers with the goal of leaving the show with the invitee feeling closer to both the retailer and the brands they love.”
Retailers that register for Interbike will be allotted a limited number of consumer access invitations based on their geography. Consumers invited by retailers will be able to register on the Interbike website beginning in April, 2013. There will be a USD 50 entry fee for all invitees. There will be no sales transactions allowed on the show floor as part of this addition to Friday. In fact, Interbike will be increasing security significantly throughout the show floor and will be adding controls that will not allow customers to exit the show carrying any product.
Supported by NBDA
Exhibitors will have the opportunity to show off their latest wares to a passionate cycling audience who crave the latest and greatest in bicycle technology and fashion. Aside from vetting the program with many dealers over the course of the last 6 months, and gaining support from the NBDA, the Interbike team consulted and secured universal support with more than 100 of its top exhibitors on the initiative as well.
“SRAM is very excited about the addition of a consumer component for Interbike,” said David Zimberoff, Global Marketing Director at SRAM. “We’ll be developing consumer specific promotions to welcome and engage them that does not compete with any retailer activity. We’ll be focused on pushing consumers to retail so it should be a win-win for everyone.”