B$Z: Interbike To Offer Buy Local Now Technology for "Interbike by Invitation" Guests
March 28, 2013
Interbike Partners With SmartEtailing To Offer Buy Local Now Technology for “Interbike by Invitation” Guests
Interbike by Invitation Guests Will Have Access To Kiosks On Show Floor To Facilitate Product Transactions Delivered Through Local IBD’s
SAN JUAN CAPISTRANO, Calif. – March 28, 2013 – Interbike, the largest bicycle industry trade show in North America, announced a partnership with SmartEtailing today to offer its proprietary Buy Local Now technology during Interbike’s invited guest day, Interbike by Invitation.
“Interbike by Invitation was designed to allow cycling enthusiasts onto the show floor as guests of bicycle retailers, to get closer to the brands they love – and ultimately drive sales through the IBD channel,” said Pat Hus, Interbike’s Managing Director. “Buy Local Now allows the entire retail process to take place under one roof, with manufacturers helping to generate sales of new product, guests making purchases, and retailers delivering the product back home. It’s simply fantastic.”
Buy Local Now connects brands with consumers and stocking retailers, allowing products to be purchased online and delivered through local bike shops. Tablet-based kiosks will be available in high-visibility locations throughout the Interbike show floor. The kiosks will be promoted as Buy Local Now Kiosks, presented by Interbike. This unique initiative will provide an alternative sales solution to companies to create sales for their retailers, without violating Interbike’s strict no-sales policy.
Initial response from retailers has been positive, with business owners pointing to three potential revenue streams from show-floor referrals: direct sales, incremental sales when customers come into the shop to pick up purchases, and the potential for retailers to gain entirely new customers as a result of the in-show interaction.
“SmartEtailing is the best deal in the bike retail industry,” says Mike Olson, owner of Trek Bicycle Superstore in San Diego, CA.”Buy Local Now lets retailers work directly with consumers to get what they want from the web, in a way that is scalable for any size dealer, and that leverages the strengths of local businesses like Trek Bicycle Superstore.”
Hus added that Buy Local Now is quickly establishing itself as an industry standard, and that Interbike’s decision to partner with them will benefit a large number of exhibitors at the show. Park Tool was one of the original companies to utilize the Buy Local Now technology, and Park Tool’s Director of Marketing, Bill Armas, agrees with Hus.
“Park Tool is an enthusiastic partner of Buy Local Now,” said Armas. “We were one of the first brands to use it as part of the initial launch at Interbike 2012, and we’re seeing solid results in terms of increased retail traffic and sales. On-line orders from Buy Local Now referrals currently average $62 apiece, and retailers tell me that even more of those referrals result in orders fulfilled in-store. We are all pleased with the customer traffic we’re driving to their business, and think the decision to utilize Buy Local Now technology at Interbike is a smart one.”
There is no charge for local specialty bike retailers to be listed in the Buy Local Now database. Local stores that choose the affordable options to report their store and supply-chain inventory can participate fully in the show-to-store transactions that are possible because of the coordination between Interbike and Buy Local Now.
Dealers interested in enrolling in Buy Local Now should contact SmartEtailing at http://smartetailing.com/about/buy-local-now...-how-the-specialty-channel-wins-pg399.htm
Interbike is the largest bicycle trade event in North America, bringing together manufacturers, retailers, industry advocates and media to conduct the business of cycling. Established in 1982, the show gathers more than 1,200 cycling-related brands and more than 25,000 total attendees annually.
Interbike is a division of Nielsen Expositions, a leading organizer of tradeshows complemented by industry analysis and market intelligence from its award winning publications and websites. Other events produced and managed under the Interbike umbrella include OutDoor Demo, Health+Fitness Business Expo, IBD Summit and the Electric Bike Media Event.
Nielsen Expositions is a business unit of Nielsen Holdings N.V. (NYSE: NLSN), a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties.