The 2024 NBDA Bicycle Consumer Report
The 2024 Bicycle Consumer Report provides valuable insights that align closely with Locally’s services, particularly in bridging the gap between online product research and in-store purchases. The report highlights the following key findings relevant to Locally’s offerings:
1. Preference for Local Bicycle Retailers
Consumers overwhelmingly prefer local bike shops due to factors such as superior service, product expertise, and selection.
This preference underscores the importance of Locally’s Store Locator and Product Locator, which allow brands to guide consumers to nearby authorized retailers, enhancing the personalized shopping experience that customers value.
2. Online Research Before Purchase
A vast majority of respondents conduct extensive online research before purchasing a bicycle, with primary decision drivers being:
Product features
Price competitiveness
Despite this, the ability to test ride bikes in-store remains critical.
This trend highlights the need for brands to provide seamless online-to-offline shopping experiences, which Locally facilitates by enabling consumers to discover available inventory at local shops and plan their visits accordingly.
3. Critical Role of Test Rides
Almost all respondents consider test rides an essential part of the purchasing decision.
Locally’s Store Locator tool plays a crucial role here by helping consumers identify nearby retailers that offer test rides, ensuring they can try before they buy.
4. Convenience and Immediate Availability
Consumers value the ability to get their products immediately from local stores rather than waiting for online delivery.
Locally’s integration with retailer inventory systems helps shoppers identify where a desired bike is in stock, improving their purchasing convenience and reducing decision friction.
5. Supporting Local Communities
Many consumers prefer local retailers who engage in community events and offer expert service.
Locally supports this by directing shoppers to stores that not only sell products but also provide ongoing service and support, strengthening retailer relationships with their customers.
6. Digital Engagement Preferences
Consumers prefer staying connected with retailers through social media and email, showcasing the importance of a strong omnichannel presence.
Locally’s platform helps brands maintain digital touchpoints while guiding consumers to local stores for fulfillment.
By leveraging the insights from this report, Locally can further emphasize the benefits of its platform in helping bicycle brands and retailers capture consumer interest generated online and convert it into in-store purchases.
