“We have some very small dealers who will do great with this - physically small stores that are really committed to our brand. The program could be a boon for smaller retailers in displaying more product breadth online than they could possibly keep in store, Cunnane believes. And we’re not a retailer, so it’s important for us to work with the many, many retailers who are good at it,” he added. Why did you do that?’ We are working to catch up with what a consumer’s expectation is from a brand website. 1 complaint that I get from consumers is, ‘You sent me to a place that didn’t want to sell me the bike I want to buy. And then we’ll look at their website and make sure that if we’re sending a consumer to it, they can actually buy a bike,” Cunnane said. We’ll look at sales volume, but not only sales volume.
ASI is building new consumer-facing websites and mobile platforms for all of its brands to direct consumers to qualified retailers.įuji dealers will need to be individually vetted before they can take part in the new online program for the brand. And it would be duplicating those retailers that have that ability.”įellow ASI brands Kestrel, Breezer, SE Racing and Oval Concepts are already sold online through qualified retailers, and the company is looking to make cruiser brand Phat Cycles available for online sales later this year, Cunnane noted. “One of the most significant reasons for that is we don’t have the overhead, we don’t have that ability. We’re not owning the customer relationship,” Cunnane told BRAIN. “We’re not taking the money and we’re not automatically shipping the bike. If the product is not in stock at the store, the dealer then initiates the order from ASI and maintains all direct customer interaction. ASI is using SmartEtailing’s Supplier Sync service to blend retailers’ in-store inventory with real-time availability from ASI’s warehouses. Instead of just providing a general dealer locator, the Fuji website will direct consumers who hit a “buy now” button to qualified online dealers. Most importantly, there will be no revenue sharing,” he added. ASI’s model has the retailer solely responsible for the transaction and delivery of the product to the consumer in your store. “Beginning July 1, 2016, all of our retailers will be eligible to qualify to participate in ASI’s ‘click and collect’ program. Before I go any further, I want to let you know that our program revolves around our retailers selling our bikes to consumers.
sales meeting last week I announced Fuji’s online sales strategy and a timeline for its implementation. In a letter sent to dealers on Friday, ASI president and CEO Pat Cunnane stated: “During our U.S.