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World Cycling Forum Digs Deep into Online Distribution Strategies

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The Netherlands/Switzerland – The Conference that is organized by the World Federation of the Sporting Goods Industry (WFSGI) and Bike Europe puts the cycling industry’s near future into perspective. That future will be dominated by online ordering consumers. What changes this brings to the sector will be described by a series of expert speakers. They will narrow down that future perspective with detailed presentations on distribution strategies, on supply chain changes, on outsourcing and many others.

World Cycling Forum Digs Deep into Online Distribution Strategies
World Cycling Forum keynote speaker Ronald van Klooster will describe current and near future changes taking place at the dealer model distribution chain. – Photo Bike Europe

Consumer centricity is the main theme of the World Cycling Forum 2017 that take place next June 7 and 8 in Porto, Portugal. The theme is linked to rapidly growing online sales for all sorts of products – including bicycles and e-bikes. This is triggering a switch to omni-channel distribution strategies with a more consumer-focused approach. How these strategies look like and how they differ from each other is presented by Ronald van Klooster. He is co-owner of Maxlead Online Marketing; a company helping A-brands with their digital transformation & operation since 2006.

Dealer model distribution chain

In his years with Maxlead, Ronald van Klooster has been especially focused on brands with a dealer model distribution chain. Many bicycle manufacturers owe their historic success to this high-performance distribution chain with Independent Bicycle Dealers. There are good reasons why the partner channel has always taken a prominent position in Porter’s Value Chain. However, in recent years the Internet has led to a major shift in all industries that work with a distribution chain.

Dealer model losing breadth

In his presentation at the World Cycling Forum Ronald van Klooster will describe the current and near future changes taking place at the dealer model distribution chain. It is losing breadth, but is developing in depth. The links in the chain are smaller in number but stronger. In some industries, the intermediate links between company and customer have all but disappeared. This phenomenon is known as disintermediation: the disappearance/removal of intermediaries between manufacturers and customers.

6 distribution chain strategies

The question “Which distribution chain strategy works best for your online business,” will be answered by Ronald van Klooster. In his presentation he describes 6 distribution chain strategies including examples of companies that have applied these models, and their respective advantages and disadvantages. He also presents a bonus to World Cycling Forum participant as they will get 12 practical tips to optimize their distribution chain.


Ronald van Klooster was founder of Dutch local hero CRM system PerfectView in 1993. In 2011 he was appointed as interim Global Marketing Director at Exact Software and member of the executive committee. Maxlead (founded in 2002) is one of Google’s first Dutch partners. As a Google premium partner Maxlead has customers in the E-commerce and lead generation environment.

Maxlead works for International brands like Accell, O’Neill, AGU, Fast Forward Wheels, Luxaflex (Hunter Douglas), Scotch & Soda, Happy Socks, Mr. Auto, Shurgard, TomTom Telematics, DRU fire. They all have the same challenges but above all the same opportunity: Utilizing the internet to let their business expand through their dealer channel!

In all those years Maxlead amassed data and experience regarding online consumer behaviour and the role of regional dealers.

Interactive format

Ronald van Klooster is one of keynote speakers of the World Cycling Forum 2017. Next to expert-speakers the World Cycling Forum features an interactive format with numerous Q&A sessions. This will bring about an industry-level dialogue between speakers and participants. The World Cycling Forum targets top managers and decision makers of bicycle and e-bike industry in Europe, US and Asia.

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