FEATURE
“They’re really interesting and exciting products. We’re going to get more and more kids going on bikes, that’s the idea.” IBDs are the future In addition to developing new products, Kiddimoto is also building a much more customer-focused way of working. Booth says: “We’re going to be working more closely with IBDs, developing relationships where we can serve them with the products that they need. We’re going to have marketing programmes that will be supporting the IBDs. I think it’s about really good IBD service, face to face with the customer. We’re building really good relationships so that we can service them, and we want a nice dealer network that we work closely with so that they then talk to the end-user. “We work with them because they’re the experts, they’re talking to the end consumer so if we’ve got good relationships with them and we’re going and talking to them regularly, we’ve got the feedback to be able to develop the products that will actually work through them. We don’t want to be one of these online direct-to-consumer companies, we’re not going to be selling through the mass market, through the big chains, we’re
30 | February 2019
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purely going to be IBD-centric. That’s really our focus for the mid-to-long term. “It’s probably against the grain of what everybody else is doing. We’ve bucked the trend forever, so we’ll keep doing it. That’s our thing, that we try to be a bit of a disruptor, trend-setter, leader and pioneer.”
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25/01/2019 16:44