Burner promotion will see sales and marketing kickback for IBDs, promises Raleigh

Raleigh’s 350 replica Burner promotion, issued for buyer registration in March and now sold out, will see a decent kickback for independent bike shops, the distributor has promised.

Criticisms had been leveled at Raleigh on an industry forum, with dealers concerned they had entirely missed out on the sell-out promotion as the majority were sold consumer direct.

“Guess we knew it was coming as they sell direct to consumer in the USA,” said one dealer in reference to Raleigh parent Accell’s moves to ship certain models under its portfolio direct stateside.

The UK distributor responsible for the production run has now indicated that the steam built under this campaign will be used to re-market the wider Raleigh umbrella to bike shop partners.

“We have received an overwhelming response, and as this is a limited edition bike, demand far outweighed the quantity we produced. We hope that we have served to delight some long-standing Raleigh BMX fans with this exciting replica” said Pippa Wibberley, sales and marketing director at Raleigh UK.

“Moving forwards, the leads gathered from this fantastic campaign will be used in the re-marketing of the wider Raleigh UK product portfolio- driving consumers into our bricks and mortar Raleigh IBD stockists throughout the country.”

Over 7,000 individuals pre-registered for the 350 limited run replicas. The production run sold out within 67 minutes, with 6,500 in the queue to purchase at peak time. One unit per person was the limit for the 35th anniversary Team Aero Pro Burner.