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Tips for how AI can help in retail - what other ways are you using AI?
Great brainstorming partner Start with clear goals Ask for specific resultsUse to break a big project or some event planning into easy action itemsAI tools within other applications are an easy way to begin to experiment - Apple Intelligence, email apps, text apps, etc, GrammarlyWarnings and pitfalls merchants should be aware of
Images of people and bicycles are hard for AIAvoid the uncanny valley:/ - it’s close but not reallyDon’t forget to edit - inject your personality and unique voiceRemember that if you can prompt an AI to create something that you use to represent you or your business, anyone else can do that. Don’t let the machine run unchecked, unintended consequences abound.Here is the experiment Suzie did so you can try it yourself. Let us know how it goes!
Prompt: What are good dos and don'ts for small businesses interested in leveraging AI for help with marketing?Using AI for marketing can be a game-changer for small businesses, offering tools to boost personalization, streamline operations, and make data-driven decisions. Here are some do’s and don’ts to guide you in implementing AI effectively.
Do’s
Do Start with Clear GoalsDo Use AI to Enhance PersonalizationDo Focus on High-Impact Channels FirstDo Leverage Customer Data ResponsiblyDo Experiment with Predictive AnalyticsDo Train Your TeamDon’ts
Don’t Automate EverythingDon’t Rely Solely on AI for Content CreationDon’t Ignore Data Privacy RegulationsDon’t Expect Immediate ResultsDon’t Neglect TestingDon’t Overlook CostsBonus: Tools to Explore
Email and Social Media AutomationBy following these tips, your small business can harness AI’s potential effectively without sacrificing the authenticity and trust you’ve built with your customers.
Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
It's hard to believe we are nearing the end of October 2024, but it's true. If you've looked at your inbox, gone to your mailbox, or watched any TV, you will have noticed that holiday marketing is in full effect. If closing out 2024 sales well is on your to-do list, now is the time to start implementing holiday marketing for your bicycle shop. We have resources, we have support, and Suzie and Mark are here to help.
Free shopping listingsShopping ads Granularity dos and don’tsYouTube ads Great way to get in front of a captive audienceMandatory 5 sec paying pennies per view DIY is workingTips for getting help managing ads
Google ads as part of a local selling strategyHoliday marketing on a budget
Website contentLeveraging your existing evergreen contentPut your suppliers to work Drive traffic Ads Last year’s episode with Lauren Webb for Holiday MarketingIndustry trends episode from early October with Ryan AtkinsonBe sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
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September ecommerce metrics show consumers shopping but the typical bike shop not seeing the results online.
Site traffic remains strong at +7%Google search volume for “bike shop” comparable to last yearTotal ecommerce sales +7%Typical dealer ecommerce sales -11% (leading indicator for industry)1,800 fewer click & collect orders than August = less retail trafficPeopleForBikes Webinar
Nerd CollectiveStock to Sales ratio (retail and supplier)DiscountingThe Pro’s Closet will close in October
Employees and clients impacted by Hurricane Helene - buy DeFeet socks
3 employeesHow to Thrive this Holiday Season - webinar with NBDA
Thursday 11 am MTN Focus on ways to create more selling opportunities this seasonMarketing is a numbers game - the more you get in front of potential shoppers, the more selling opportunities you’ll haveDigital marketing + Google Efficiency and effectiveness will be a priority
Keep up with website and POS features new releasesBe sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
Gearing up for our season
Fall is when shops start working “on” the business, not “in” the businessFor 25 years, without fail, our phone rings off the hook in the fallGonna have a lot to talk about this yearAlways talking about websites, ecommerce, and Google searchPoint of sale is the center of a lot of our conversationsBRAIN: 35% of shops are considering a change in POS in the next 12 monthsWe delivered for shops this summer
Early adopters used all seasonReviews have been greatSimple. Modern. Easy to use.Has the exact features most shops useClients have great ideas that will make it even betterAdvantage of working with a smaller company like usWe listen to our customersWhy we are the best choice
Everything you need to streamline your bike shop25 years of experience helping bike shops modernizeTrusted by the entire bike industryFriendly and knowledgeable service by people that know the business of bikesNo debate. We have the best data.Feature to feature we are very competitiveEasy for everyone in the shop to useWhat we have
Everything you need to help a customer at the registerWork orders to help you run a professional service departmentBetter inventory management that companies like Square or CloverSMS text messaging built inHands down the best supplier data integrated throughout the softwareCustomer service you can count onWhat to do if you want to learn more
Keep it simpleCall us or request a demoNo pressure. Want you to be informed.If you choose to sign upGet you up and running fast with easy onboardingA member of our team will be with you at every stepBe sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
Ryan has a cool trip planned with friends on the Aquarius Trail hut to hut next week. 6 days in Southwest Utah with Nebraska friends and no logistics work required.
June retail sales PeopleforBikes
Bright spot is inventory stabilizing across the channelI’m joining a PeopleForBikes webinar later this month to discussJune is typically the high point for sales, but this year the month was very soft. Bike shops were -11% in total sales dollars for the monthBicycle sales -13% and unit sales were -17%Higher unit prices and shift toward more expensive electric bikesBike prices are still falling, but not at the same rate as unit sales. 29” wheel mountain and most road categories are showing some of the best price stability - likely a reflection of returning category health and new product releases. Bicycle repairs are an essential revenue source for shops. June saw the highest YOY increase in bike shop service/repair dollars since 2020, but that’s paired with the lowest number of service orders in eight years. While service departments are bringing in increased revenue, there’s a bit of caution mixed in as fewer bikes are likely being worked on. Chart in the email tells a clear story on long term trends. Dealers need to join PeopleForBikes and start getting these monthly market reports.August ecommerce results from Workstand
Very good August for some (+11% compared to -2% in July)Better than July for most (-9% compared to -17% in July)Site traffic up all year, August best at +13%Trend continues - Order volume down and average order upStore pickup May-August 32,000 orders (lot of store traffic)Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
We often get wrapped up in the day-to-day, putting out fires type activities, and we don’t want this to sound preachy but, cycling competes with other consumer goods for attention and dollars so bike shops that don’t stay top of mind with the shoppers who have already done business with them are at a disadvantage but it doesn’t have to be that way.
Sometimes I’m sure we all wish it weren’t this way, there is a lot of communication but people who make meaningful purchases receive communication from the stores they shop with. So today’s question is, are you communicating with your key customers in the way Home Depot, Best Buy, and Nordstroms are?
Importance of regular outreach - not just during major promotional periods.
Busy season or not, consistent outreach yields better results than only communicating when you want to sell something.
How?
Social - use an 80/20 or 90/10 rule - 90% engaging, interesting, community info - 10% promotional
Physical events - be at the places your customers are just to be there
Transactional emails - reach out based on the products and services your customers purchased from you - want to try our WorkstandIQ Loyalty program? Mention this episode and get 6 months free!
Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
Suzie is under the weather this week so Ryan and Mark take on recent issues affecting the retail bicycle landscape. We hope you feel better soon, Suzie!
Law firm focused on electric bike injuries
Electric Bike Library Content - included in all Workstand website subscriptions
Premium Electric Bike Content - included in our Marketing Subscription, available to all Workstand website clients for $400 per campaign.
Learn about People for Bikes
https://www.peopleforbikes.org/
NBDA Retailer & Supplier Best Practices panel discussions are worth checking out!
We are gathering data on bike shops to understand the market. We want to know for sure how many bike shops are operating.
Greed - why have some suppliers and retailers characterized themselves as greedy during the COVID-19 pandemic?
Ryan’s LinkedIn post of a BBC report from 1997
Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
Tips for making your website your own. The closer your website aligns with your in-store presentation, the better. Shoppers generally meet your website before they visit the store so take an honest look at your site and answer the following question - is your website what you want to present to potential customers? Is it what you wouldn’t say to them if they were in your store?
Working with the included templates and theme editorThere are 7 templates to start withAdd your logo and set your brand colorsLocal photos - you do not need a professional photographerLocal content - where to ride, staff, history, unique value propositionOur Help Center has great tips and instruction and our Client Success Team can guide and train you in making updatesPremium Themes - here’s something new we’ve come up withBased on our popular Premium Content PackagesSemi-custom themes for a reasonable investment of $1,499 and can be completed in a week or lessMany to choose from with additional designs added each quarterFull Custom Design - as unique as your businessDesign and content planningLet your imagination run wild - take inspiration from other industries, websites, print, nature, anythingProject costs start around $3,000 and generally land between $4,000 - $8,000 (can be higher) and typically take 6 -8 weeks to completeBe sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
Welcome Around the Workstand!
Big characters. Great culture.Aligned behind our purposeAwesome leadership team
Summit - we met as a team recentlyIndustry talk
Trek D2C announcementExpected evolutionSeems to be a relatively well thought out programUnknown impactPlaybook - Have a great digital strategyMore important than everWe’ve got you covered on technology and marketingJune online resultsPlatform flat overallDriven by Google advertisers and bike salesTypical dealer down 8%Site visits see continued growth over 2023 but slowingOrder volume remains down 13%Offset by - Average order value up 16% compared to 2023As expected strongest click and collect performance41% of ordersRoughly at 2019 levelsDown from COVID highs of 60%Sign that the typical dealers are getting store traffic from ordersCollision conference in COAI was everywhereClearly going to be impactful on businessZero click search one of first areas of impactBe sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
As a fully remote company, Workstand teams try to get together in person once or twice yearly. This week is one of those times and our Client Services Team - Client Success, Catalog, and Business Development - will be meeting in Boulder, CO. We may be a little slower to respond than usual but it's for a good cause. Weeks such as these are always full of learning moments and great information that we take back to the clients we serve so we thank you for being patient during any inconvenience while we work to improve the services we provide.
Here's what Suzie and Mark talk about in today's episode.
Data dive - we gave you these stats, but what does that mean for you?
-Google search trends
-Strong electric bike sales
Some report sales down - some report sales up
What’s working?
-Good website management
-Email Marketing
-Google AdsBe sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
In this engaging episode, we dive into various topics from celebrating Pride Month to insights from the NBDA Retailer Summit. The conversation starts with a lively discussion about attending a drag show during Pride Month and the experience of embracing gender expression. The focus then shifts to the NBDA Retailer Summit, highlighting the successful collaboration between suppliers and retailers, with a key emphasis on financial competency and the importance of selling online.
NBDA Retailer Summit
Great support from suppliers, almost half of the attendees
Retailers of all sizes
Longtime supporters, plenty of fresh faces
About half of the presentations were from retailers
Learning from each other
Themes; understanding finances and selling online (all in D2C business)
My presentation on how suppliers think about retailers in the digital space
Standing room only
Good questions
A couple of dealers want to sign up based on the information
May platform results
Order volume across the Workstand platform was -14% for the month, the slowest performance of an already soft spring selling season.
Online bike sales however drove up average order value, resulting in total platform sales being +2%.
Sessions and pageviews continue their strong performance, indicating that consumers are shopping. Our traffic data aligns with Google search volume which has been reliably high this spring and steadily rose during May.
A bright spot for the month is the typical retailer having their best month of the year, being only -2% for the month compared to -7% in April. Still lagging behind the top performers.
Electric bikes online
I mentioned online bike sales earlier. It’s worth calling attention to electric bikes.
Year-over-year online unit sales growth for e-bikes in April/May 2024 is strong at 60% relative to 2023. Electric bike buyers seem to be very comfortable buying their bikes online.
We have total industry sales results from PeopleForBikes from Q1. While only about 2% of e-bikes sold by bike shops in Q1 2024 were sold online, the annual growth rate of 45% indicates it is outpacing total IBD electric bike sales - reinforcing that same point about consumers buying these bikes online.
Lauren on the NBDA podcast
Lauren did a great job speaking to why the work of helping bike shops means so much to her and how that informs the work her department does.Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
During the episode where we tried to answer some common questions in a straightforward manner, one of those questions concerned the idea of what makes a good website homepage. We’ve been thinking about that since the episode and today, we want to help boil that answer down to a base level so that everyone can have the tools to identify good content.
This goes for websites, emails, and all sorts of marketing and communications really but the primary question to ask is ‘Am I answering a question or solving a problem?’
We often talk about how all shopping today starts with search. You want a thing or need a service so you search for that thing or service. SEO best practices suggest the content on your website will perform the best when/if it provides good results for those search queries - in other words, do you have those things on your website, do you offer those services? If the answer is yes, do those things exist in such a way as to be obvious and accessible to the searcher?
If someone walked into your store and did a quick scan or lap, would they see the same things on your homepage?
Your website is an extension of your brick-and-mortar business - it should look like it
Make it easy for the searcher to find and consume the content and you make it easy for a search engine to recommend your website over and over again.
You might be asking yourself, does that mean that every single image or piece of content have to answer questions in this way? What about my blog? What about my Tuesday night worlds recap? What about the 1,000-word how-to article about rebuilding 8-speed Campy shifters? Just think about the utility of your content to the people you’d most likely hope to have in your store. Irrelevant content does nothing to help and can even hurt as a search engine will see that nobody uses it or worse, finds it and bounces away quickly.Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
Look back at April data and help share some actionable items for helping retailers capture more business
Ryan was back in Colorado last week and saw a lot of our team based out of there. We did a pinball happy hour on Thursday, a gravel ride on Friday, and went to the Supercross race in Denver on Saturday. We are stoked about the big software enhancement we released last week. The product detail pages now have a super modern visual interface for customers to select size and color variations. The shopping experience is comparable to REI. We expect to see an increase in add to cart rates just in time for summer website traffic. Looking at the bike industry, most retailers and suppliers are putting a lot of weight on the market performance in May. The spring was pretty erratic and we’re looking for stability entering the summer.Promising indicators coming out of April.Google search volume for bike shops has been steadily growing on an expected seasonal trend after a slowdown in March.Google search volume for “best bike” was at the highest level in the last 18 months in the first week in May. This is great news about consumer demand but it’s also noteworthy that volume for this term is outpacing “bike shop”. This consumer shift to online shopping is continuing - it isn’t going to retreat after COVID. The long term trend is holding, growing about 1% share of total retail sales every year. April website traffic for bike shops using Workstand was up 9% over March and up 11% compared to last year.Average Order Value online in April was up 12.5% compared to last year as more consumers are buying bikes online.Paying attention to headlines about supplier financial health. Obviously Trek’s cutbacks earlier this year were eye opening but I trust that their leadership team is more than capable of managing through the situation. The news about Kona was more troubling because the company is up for sale. Kona is an important brand for our customers and I’m hoping that the right buyer comes in and stabilizes the company.What’s coming up next
NBDA webinar with Suzie and Ryan this FridayRyan attending the NBDA Retailer Summit next weekClient Success Summit in JuneBe sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
There are many things in life where clear-cut answers are difficult to come by. Websites and marketing certainly fall into this category. Do you ever wish someone would just tell you the answers? We will.
Today, based on our own experience - even if you only consider us, Suzie and Mark, that is a combined 20 years here at Workstand working with bicycle retailers all over North America - and with as little bias as we can muster, we’ll just tell you the answers to some common yet confusing questions we often hear.
Direct and simple, ready?
The one we hear the most often - SEO - how can I do better in search?
I’m a local business, why should I sell online? I want people to come to my store and I don’t want to encourage them to shop online.
Why should I pay for ads? Why should I pay Workstand to run my ads?
Does my homepage look good? Is my homepage effective? We don’t hear these questions often enough. 🙂 Request your Complimentary Website Review by the Workstand Client Success TeamCan you help my website perform better without adding additional costs?
The admin navigation has moved since we published this video on how to streamline communications but the info is still valuable and relevant. Use the admin site search to find things that may have moved around.
What am I paying Workstand for in my subscription? I don’t use all the features in my subscription/what could I be taking advantage of more effectively?
Puppies or kittens? Well both, of course.Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
Ryan joins Suzie and Mark for our monthly industry update. This time around, it's also a quarterly update and we look at results and trends thus far in 2024. Ryan tells us about the Bicycle Leadership Conference (BLC) he recently attended and where his travels will take him in the coming months on behalf of all at Workstand.
BLC
300 bicycle industry leaders in attendance
Pragmatic about inventory and optimistic outlook
Inventory situation, talking heads too critical of bike suppliers
Strong consumer sales paired with dealer Just In Time (JIT) orders means wholesale velocity is picking up
Electric bike maturing, growth in transportation
Data presentation
Outstanding service award - Ryan accepts an award on behalf of Workstand! Yay us.
Q1
Ecommerce growth +10% across our platform, February strongest at approximately 22% YoY
Order volume off, with Average Order Volume up double digits
Bike discounts driving sales, especially from Specialized (big traffic increase)
Overall traffic is up every month in Q1
Top performers still driving, typical dealer -3% for the quarter
Google Search Index
General consumer interest in bikes steady with last year
Specifically “bike shop” is a bit softer YTD
That has been the general trend, but learn more as the season develops when “bike shop” volume increases
All search volume has been spiking dramatically on March weekend
It's important to win search, must have products online as consumers shift away from channel-specific search
Electric bike search volume outperforming general terms
More travel for Ryan and team
Our team at Sea Otter meeting with suppliers - look for Matt Lolli and Chris Gardner from our Supplier Team
Speaking at NBDA retailer summit in May
Collision Technology Summit in June
Questions this week:
Q: When will the Workstand POS be able to replace Lightspeed?
That’s not our goal but ...
For many retailers it can today, even if some of the features are lean we are enhancing them rapidly
Perfect fit for our initial target market, merchants with a more outdated POS
Q: Do I have to pay for Google Ads to show up in local search results?
No. Your product pages and location pages in particular are optimized for organic and if you maintain your website properly then the content you create should perform well.Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
We talk a lot about marketing and selling by way of great websites, Google Ads, email marketing, and more but this week is different. This week we want to point out that stores shouldn't hard sell all the time. One of the best things a store can do to build long-term value within their community is to meet consumers where they are and help them find value in bikes, riding, and being a part of a healthy and fun-oriented community. That means that in addition to catalog-enabled, commerce-focused websites, merchants should be offering content aimed at helping riders get the most out of their bikes and the bike riding community. Workstand offers so much to help with that! Library pages, brand-supported landing pages, Premium Content Packages, and easy tools to build whatever type of page content is needed. Winning search starts with providing content your customers (and prospective customers) find valuable. Sales follow.
Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
The band is back together! Ryan is back and will join us each month to share key takeaways from current inventory data, talk about big-picture topics in our industry, and answer your questions.
The most recent report from PeopleForBikes provided some summary information about 2023. Last year’s market value was nearly $1 billion over pre-pandemic markets. A lot of people rightly point to the dollar growth coming from a higher average selling price, meaning dollar growth is outpacing units. 4% decrease compared to 2022 but a 7% increase over 2019 Electric bikes now make up 20% of total bike sales.
Higher total sales amounts (by the dollar) in 2023 but lower total unit salesWhat’s happening now?
Look at more recent data, we're paying careful attention to the December through February data. Important key metrics have turned the corner across the network. Total online sales are up about 11% and site traffic is up about 10%. Most of 2023 was down relative to the prior 12 months but that trajectory is changing.What are the areas of growth in our industry? What’s doing well?
A lot of the growth we're seeing is coming from bikes - largely electric, 29" mountain, and sport/performance road. Heavy discounts in those categories is achieving the intended result of increasing total dollar sales volume.Interestingly, discounts in sport/performance road are actually driving up the ASP for bikes in the category.But who’s doing well?
While the largest dealers continue to drive most of our sales volume, in February we saw the first significant uptick for the small and medium sized retailers.Crystal ball time - how is 2024 looking? Can we make any predictions?
Sizing up the IBD channel right now suggests that 2024 is going to be a tough year. Google Search Data, ridership data, and the sales of consumables like chains and nutrition indicate that people are interested in and riding bikes. Retailers on the whole are running their businesses pragmatically and relying on just in time ordering to stay flexible.Okay, you’ve taken us through a number of ups and downs…how can retailers take action to make a positive impact on their sales?
My one piece of advice to our customers is to stay very active with your marketing.Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
In this engaging episode, we had a lively conversation with Julie Walsh, our marketing strategist at WorkStand, discussing the Spring Marketing Playbook. Julie shared insightful tips and tricks for preparing your business for the spring selling season. We delved into the importance of cleaning up your website, updating settings, and ensuring a fresh, spring-like feel to attract customers. Recommendations included activating the shopping cart feature and utilizing Google Local Shopping Ads to boost sales.
https://blog.workstand.com/spring-2024-marketing-playbook
https://workstand.com/help/google-shopping
We touched on the significance of automated post-purchase email campaigns and maintaining consistent communication with customers through newsletters and engaging social media content. Julie emphasized the value of simplifying content, making it visually appealing, and ensuring it aligns with the brand's personality.
Additionally, we explored the role of incorporating brand content, such as product launches or collaborations, to enhance your website's appeal and keep customers informed about new arrivals. The conversation highlighted the ease of implementing pre-designed content to give your website a fresh look without overwhelming yourself with intricate details.
As we wrapped up, we encouraged listeners to explore the available resources on our website, engage with our marketing agency for personalized guidance, and stay tuned for future episodes where we'll have our President, Ryan, back to share his industry insights. Julie's expertise and practical advice provided a comprehensive guide to revamping your marketing strategy for the upcoming season.Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
Workstand was invited to present this week at the NBDA P2 Group meeting. We were both there along with Lauren Webb, our Agency Director, and Matt Viara, our Paid Search Team Manager, and we talked about ways to improve ecommerce performance. There were some great questions and conversations so we thought we’d hit the highlights of that meeting today.
Custom Websites - it’s about more than just design
Content PlanningOrganic SearchPaid Search DestinationSales metric improvementsAverage Order ValueRevenue Per SessionConversion RateIn-store traffic and salesData Management
What if my Point of Sale data isn’t great?Would it make more sense to manage website inventory manually?Does all that supplier data clutter up the shopping experience?Point of Sale
Why did we build ours and who do we expect will use it?POS doesn’t have to be complicated.Tech Tip: If you’re already a Workstand website client, our POS features are live in your admin now. Take a look, particularly at how simply an in-store sale can be yet how powerful with all of your suppliers on tap. Check out your Template Publisher and Theme Editor to personalize your look. Let’s talk about custom if you want to go from personalized to customized. Finally, how are you performing relative to those metrics we talked about?
Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... -
The beginning of the New Year is always a time of reflection, goal setting, and transformation. It’s a great time to look at your website the same you may be looking at your life, career, fitness, etc.
We can break this process down into 5 different phases:
Step 1: Goal settingStep 2: ReviewStep 3: PlanStep 4: TrainStep 5: Promote Goal settingLook over your sales, marketing, processes, and important areas of your business to set attainable goals for 2024/2025.Sales growth, category growth, marketing performance, marketing cadence, add-on sales.DELEGATE - get multiple opinions, don’t be afraid to get creative.Review your website - this can seem like a like but if we focus on your website as the place to ground your goals, everything else can work around it. You’ll have an accurate representation of your business, an effective link destination, and a place to attract new customers while you sleep/work in your store, etc.Look and feelCatalog MerchandisingServicesCommunity, staff, mission, etc. - what’s important to you, the fun stuff, what sets you apartThe shopping processPlan - break up this work into smaller pieces Reach out for help - your team, customers, friends, US!Tip: start with the homepage - this can help guide the rest of your decisions or areas of focus.Train - make sure your whole team is on board and has the tools/knowledge to help you achieve your goals.Promote - you did all this work, you set the goals, and you’re motivated to bring in new business - now take an active role in growing your business.Build an easy-to-follow marketing schedule Utilize tools you're comfortable with but also take this opportunity to try new technology, services, and outletsTraditional email marketing, social media, automated email marketing, google ads/local listingsTech tip: Leverage pre-built content from the library
Working on, revamping, or redesigning your website can be overwhelming when you’re learning but a great way to lighten your load is by using complementary content.Use the structure, the images, or the inspiration - swap out what doesn’t fit your business and your goaBe sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Suzie Livingston, Marketing + Communications
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works... - もっと表示する
