How Independent Bike Shops Can Use Video to Attract and Retain Customers
Independent bike shops are a vital part of the cycling industry. They’re community hubs, where novices and advanced riders can get repairs, advice, or just meet fellow bicycling enthusiasts.
And while all those benefits are great, bicyclists often have a wide variety of options when it comes to buying a new bike or having their current one worked on. That means that bike shops need to focus on building long-term relationships with their customers.
What’s more, there’s a strong emotional component to buying a new bicycle. Prices have steadily climbed over the years, especially with the proliferation of electric bikes, and buyers use a combination of emotion, experience and brand knowledge to make their decisions. That means bike sellers need to key into those aspects in order to successful hook a customer and convince them to make a purchase.
One way to do this is with personalized videos. The good news is that they don’t need to be long and complex. Creating short, simple videos that showcase products, the shop’s expertise and service can have a huge impact, especially when they are tailored to each customer’s unique needs.
Here are four common scenarios where bike shops can leverage personalized videos to attract and retain customers.
When They Ask a Question
Despite plenty of info online, it’s common for prospective buyers to ask plenty of questions about a product before making a purchase. After all, they’re not just buying something that’s going to move them from point A to point B. Usually, buying a bike is a lifestyle investment, and bicyclists often want to hear from an expert. But when they send an email, why just respond by typing up an answer? Instead, try creating a short video that not only has the answer, but shows the product they’re asking about. Going the extra mile here will go a long way to earning their business.
When They’re on the Fence
Today’s customers are more informed than ever and have more options than ever. If they’re on the fence about a bike, it’s often because they’re weighing their options between different sellers. If a prospective customer is still undecided after a showroom visit, sending a video can be a powerful tool to move them to make a purchase. Addressing their reasons to buy in the video can not only help you stand out from the competition but also shows that your offering speaks directly to their needs. But don’t be afraid to throw in a perk or two as well to sweeten the deal for them!
After They’ve Made a Purchase
Send a video a day in advance. A sneak preview, showing that the new bike is ready and can be picked up. This increases the enjoyment. This is good for customer satisfaction. Customers share this video with friends and family members. Additionally, it’s a smart idea to send video messages just to stay in touch with the customer after the bike has been delivered. For example, you can answer any questions they might have, remind them of annual tune ups, or new upgrades they might want to consider.
On Special Occasions
As mentioned above, there are a lot of businesses competing for customers’ loyalty. Small gestures to maintain contact with them are the building blocks of long-term relationships.
Be sure to send them a quick video—and possibly a small discount—on special occasions. That could be the anniversary of their purchase, their birthday, or even a holiday.
Want to learn more about using video to attract and retain customers in your bike shop? We can help! Schedule a demo with one of our video specialists to see how you can use video to delight your customers.