January 31, 2022 - Specialized recently announced that it will soon be offering consumer-direct options for on-line bike sales to its U.S. customers including other countries.
Like most major brands, Specialized currently offers “click-and-collect” sales for bicycle buyers that involve a retailer, but with this announcement they’ve become the first major bicycle brand to offer a consumer-direct option.
Purchasers will be able to receive a mostly assembled bicycle shipped to their door from Specialized – similar to what buy-direct brands like Canyon offer – along with the tools needed to assemble and QR code links to instructional videos.
Or buyers can choose to have the bike assembled at a “Tier 1 or Tier 2 Specialized dealer closest to them” and pick up, or select a “white glove” delivery and fitting service. According to BRAIN the dealer margin is 50% if the customer picks up, and 75% for the latter option which matches the dealer fulfillment for click-and-collect purchases.
The company released the details to their retail network late last week and will roll out the program globally. Pundits suggest that the company is feeling pressure from other major brands like Trek and PON who are also acquiring retail stores at a rapid pace, including major Specialized outlets.
According to a company statement, “After nearly 50 years of building the perfect bike for every rider, we decided to go one step further and come up with the perfect way to get the perfect bike to every rider. Now you can shop when, where, and how you want, from your favourite retailer to the comfort of your own home. We’re excited to announce Ship to Home and Specialized Delivery, two new ways to get your new Specialized bike without getting in the car.”
