Giant UK joins brands offering direct to consumer channel

Giant UK and owned women’s cycling brand Liv will push forwards with a direct to consumer model akin to that rolled out by its competitors in recent times.

Consumers will now be able to order bikes directly from Giant for home delivery, with retailers of the brand’s goods involved in a click and collect capacity whereby the store facilitates the order and becomes the future point of contact for service. The brand statement explains the transaction as follows:

Customers can shop on Giant and Liv websites and order a bike direct for Delivery – simple! The service will work like Click & Collect, with the added benefit that customers who’ve selected Delivery will have their bike facilitated by their nearest retailer, then delivered by Giant’s courier to their home address.

The new service will connect all delivered orders with local retailers for ongoing customer service and support. Bike orders will be facilitated by retailers or warehouse stock.

Previously, over in the USA, an email to retail partners suggested that Giant (in the USA, at least) would not pursue this structure, yet with competing brands now largely committed to a direct offering many in the trade view the omni-channel approach as somewhat inevitable, particularly as margins on bike sales become thinner. As a result of this and indeed a trend measured in CyclingIndustry.News annual market research, shops across the UK are shifting emphasis to higher profit services, dedicating more floor space to servicing and accessory sales, versus holding a deep stock of bikes.

Ian Beasant, Managing Director of Giant UK, commented, “we’re delighted to be able to work with our network of talented, independent retailers, offering consumers the advantages of a Delivery service.”

For those bikes that arrive in a dual-branded Giant and Liv bike box instructions will be provided to take consumers through a simple step-by-step process to help them unbox their bike, set up the bars, fit pedals, and set saddle height, followed by some pre-ride safety tips.

Beasant continued, “the new Delivery service is an additional tool to support our dedicated network of retailers and offers consumers the modern shopping experience they expect.”

Giant’s retail partners are said to be happy with the arrangement, with Darren Thomas from Cycle Revolution commenting, “It’s great to be able to offer our Giant and Liv customers home Delivery for new bikes in 2023. We’ve seen the benefits of our partnership with Giant UK and Click & Collect orders generated through the Giant and Liv consumer websites. Extending customer choice by offering home Delivery in addition to Click & Collect is sure to be a winner, increasing the opportunity to serve customers outside of our local area and generate additional sales for our stores.”

Giant has simultaneously been growing its brand store empire, opening its first in Scotland earlier this year.

CyclingIndustry.News will carry an interview with UK MD Ian Beasant in the next edition of our printed Trade Journal, to which those in the trade can subscribe here.