Cycle to Work Day founder Cyclescheme has partnered with Cannondale and Specialized for its 2018 event on 15th August.
Cyclescheme said it has made significant changes to this year's event, driven by a desire for it to have a bigger impact on both riders and retailers.
The event now has an exclusive nine-week, retailer-focused initiative that could see an additional spend enter the industry through customer rewards.
Any Cyclescheme consumer that gets a Cannondale or Specialized bike priced £500 or more between 28th June–31st August can claim a free £30 reward. The reward is to be spent with the retailer that the bike is obtained from.
The £30 reward is funded by Cyclescheme, Cannondale and Specialized. "To ensure retailers are focused on selling bikes and not reward admin, Cyclescheme will handle all the processes associated with the offer, said a Cyclescheme statement.
"The £30 reward offers retailers a win-win scenario. They have a fantastic tool to drive sales on the shop floor with the bonus of a return visit from the customer and an additional commission sale with a minimum of £30."
Neil McGuigan, channel manager at Cyclescheme, added: “At Cyclescheme we want to deliver and exceed the expectations of our retailers. We know that in 2018 being part of the Cycle to Work scheme is the norm – but we want to give retailers more reason to want to align with us. Our Cycle to Work Day proposition rewards retailers by incentivising consumers to get a new bike. Retailers will benefit from an additional admin-free sale, whilst we increase the number of cycle commuters in the UK."
Clive Gosling, Cycling Sports Group UK MD said: "The campaign promotes everyday cycling an affordable, accessible and healthy choice – themes at the core of the Cannondale ethos. Cycle to Work Day has a unique ability to unite the cycle industry and consumers, and we’re excited to assist in forging even greater ties with the £30 reward incentive."
Simon Homer, Specialized MD added: “The campaign inspires riders, both novice and experienced, to embrace new healthier ways to commute, but also provides a chance to help actively encourage footfall into retailers’ stores. As a brand, we’re passionate about getting more riders on bikes and just as committed to investing in initiatives that help our retailers grow."