2023-05-22 05:52:00
This strategy will soon be out of date. Customers will soon be able to go to bicycle dealers to buy a Cowboy. The Belgian company took the decision to build a network of resellers. It will be possible to test and buy the C4 and C4 ST models there, but also to carry out maintenance and repairs. Existing customers will now have two options for servicing and repairing their bike: either the mobile mechanic service that comes to their home or a Cowboy partner in their area.
Cowboy innovates, bails out and sets course for profitability
Cowboy’s ambition is to recruit 300 business partners in 60 European cities by the end of the year. These partners will be recruited from Cowboy’s five main markets: Belgium, France, the Netherlands, Germany and the United Kingdom. Once selected, Distributor Partners will benefit from a dedicated Cowboy Account Manager and comprehensive repair and maintenance training in order to become Certified Partners.
Purchase and after-sales service in store
“Ahead of this launch, we tested our offer with more than 80 partners across Europe, combining distribution and after-sales service, and we are very satisfied with the results obtained so far. The rapid growth observed during this period has proven to be significant,” explains Adrien Roose CEO and co-founder of Cowboy.
“Cowboy’s website will soon feature a listing for customers to find a local partner.”
At this stage, Cowboy remains discreet about the identity of the first partners recruited and certified by the brand. “For Belgium, there are currently about ten commercial partners in training, located in the outskirts of Brussels and Antwerp. Cowboy’s website will soon feature a listing for customers to find a local partner”, says a spokeswoman for the company. The objective is to create a geographical density such that 95% of customers can find a Cowboy partner within a maximum radius of 50 km. The sale prices in the physical network will be identical to those practiced online.
By adopting an omnichannel sales strategy, Cowboy hopes to attract customers beyond city centers and the brand’s main markets. After complicated years in 2020 and 2021 (the health crisis considerably disrupted the supply chain), Cowboy practically tripled its turnover, in 2022, to 41 million euros. The company, however, widened its net loss, at the same time, to 31.9 million.
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