Trek Benelux introduces online sales in the Netherlands

Trek Benelux is introducing online sales in the Netherlands, with Belgium and Luxembourg to follow, reflecting the success of this approach across the United States, the United Kingdom, and other European markets.

Reporting the announcement, Tweewieler quotes Petra de Fluiter, country manager Trek Benelux: “At Trek, we certainly believe that there are consumers who prefer to buy bicycles and accessories online. We anticipate the trend where the consumer decides where he or she buys. In addition, it is a great opportunity for our dealers to win new customers.”

Of this last point, it is important to emphasize that online purchases will be facilitated by the Trek dealer network – as is the case for Specialized, who announced a similar move in the UK – ensuring that the customer ‘new bike day’ experience is fully optimized, both for cyclist, and for the retail network.

“Bicycles ordered online are delivered to a dealer of the consumer’s choice. The bicycle can be picked up there. The bicycle is adjusted as desired and the dealer can immediately provide the customer with advice and, if desired, additional accessories. With accessories, the consumer has the choice to have them delivered directly to their home or to collect them from the store.” states the Tweewieler report.

One significant point of difference between the Trek and Specialized approach is the highlighting of, “No separate stock for online”. In the UK Specialized ringfenced stock for  its own retail offering – via specialized.com/gb/en – leaving a number of independent retailers, including Specialized Concept Stores, frustrated that the brand appeared to be competing directly with retailers in an already stock availability challenged marketplace.