Giant has partnered with retail-integrated ecommerce solution provider, Shopatron, to make their line of cycling accessories available for purchase online. There are no bikes on the Shopatron-powered site.
Brandon Crichton, gear product manager for Giant Bicycle Canada said: “We can give [consumers] easier access to the products they love, while at the same time keeping our retailers involved. And our involvement in the sale provides direct access to our customers that we have not had in the past. This is a true win-win-win for our retailers, our customers and us.”
Shopatron currently supports ecommerce for more than 35 cycling brands, including Cannondale, Sugoi, Merlin, Serotta and Richey Design. There are 6500 outdoor and cycle retailers on Shopatron's books. Shopatron allows brands to take online orders direct from consumers and pass them to retail partners for fulfilment.
Orders placed on a manufacturer’s microsite are placed in a pool, which retailers view through a secure web interface. Each day orders are assigned to the retailer, with stock, closest to the consumer. In-store pick-up is also available.
Shopatron is North American but services Europe via an HQ in Swindon.