Omni-channel strategy set for “many countries”, says Accell

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Within its financial statement issued late last week, the Accell Group has suggested that the omni-channel strategy currently being implemented in the USA will expand into “many countries”.

Suggesting that the company must remain competitive in a market where shopping habits are changing, the financial statement said:

“To enable the company to compete more effectively in the fight to win the favour of consumers in the future, Accell Group is currently tightening its strategy on the marketing and distribution fronts. To make sure Accell Group can continue to serve consumers effectively, omni-channel strategies will be necessary in many counties. Part of this plan is to make it easier for consumers to order bikes directly (online), often in cooperation with specialist retailers.”

Describing the past year as one of “radical changes” in supply chain management, the group’s strategy closely echoes that of other big players in the market who are increasingly offering dealers commission on a sale made online and serviced via the local store.

“The company has started to strengthen the group organisation and started to make changes in the management of purchasing and planning. The impact of these organisational changes is already clearly visible in several aspects of the supply chain, including a reduction in working capital,” added the statement.

To help drive sales toward the dealer, Accell will “stimulate consumer brand experience” with its De Fietser (the cyclist) experience centre in the Netherlands. Sales generated here will be directed to retail partners for service.

The group’s brands include Batavus (Netherlands), Sparta (Netherlands), Koga (Netherlands), Loekie (Netherlands), Ghost (Germany), Haibike (Germany), Winora (Germany), Raleigh and Diamondback (UK, US, Canada), Lapierre (France), Tunturi (Finland), Atala (Italy), Redline (US) and XLC (international).

A key headline of the group’s first half financial statement was the revelation that 43% of turnover now stems from electric bike sales.