Bike shop Day_CIN_Mar19.qxp 05/03/2019 14:55 Page 1
(( LOCAL BIKE SHOP DAY 2019 ))
#SUPPORTYOURLOCALBIKESHOP The Association of Cycle Traders (ACT) and Dan Jones have set the date for 2019’s Local Bike Shop Day, now earlier in the year to take advantage of the start of peak season…
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aturday 4 May 2019 has been designated Local Bike Shop Day, designed to celebrate independent bike shops all around the UK. The inaugural Local Bike Shop Day took place on 6 October 2018, with circa 100 bike shops getting involved with a range of activities, from holding workshops, group rides and offering coffee and cake to welcome potential customers through their doors (see opposite page). Last year’s event created a buzz on social media with the hashtag #supportyourlocalbikeshop used by retailers throughout the campaign to call on their local community to come along and show support. Following industry consultation, Local Bike Shop Day 2019 has been switched to earlier in the year to help draw in customers, old and new, as peak season starts - hopefully taking advantage of some sunny and warm spring weather. Inspiration for Local Bike Shop Day was taken from Record Store Day, which has been developed and nurtured by the Entertainment Retailers Association (ERA) over the last 12 years to make it the success that it is today. Daniel Jones, owner of Random Adventure, was enthused by the success of Record Store Day and was the driving force to make LBSD happen in 2018. Jones worked with Deryck Jones, owner of Modesto Works, to create and develop the Local Bike Shop Day brand and identity. Meanwhile, the ACT sits alongside ERA as part of the Independent Retailers Confederation (IRC), giving them 044 // WWW.CYCLINGINDUSTRY.NEWS
a unique position to learn lessons about how to emulate Record Store Day’s success for the cycle market. “Opening the door to first-timers” Local Bike Shop Day gives specialist, independent bike shops the chance to exhibit what makes their shop stand out, why consumers should shop local and what sets them apart from bigger national retailers – specifically the passion, knowledge and individual service IBDs provide to help customers get the most out of cycling. Local Bike Shop Day welcomes the more experienced riders but its objective is to open up the door to everyone, including first-timers, females and children. Engaging and developing personal relationships with potential customers is important, especially with the omnipresence of ecommerce and Local Bike Shop Day provides a way of getting these people into store. The events or offers created to entice customers is up to the individual dealer but working together with the local community to raise awareness about the event is essential. The local council, newspapers, groups and other shops should all be involved where possible. Further ideas and guidance to help IBDs make Local Bike Shop Day a success will be published over the next few months, including a download pack. Retailers can register their shops for Local Bike Shop Day 2019 at: www.cycleassociation.uk/bike-shop-day/. IBDs do not have to be a paying member of the ACT to register.