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Cycle Show Business Conference: ‘Show me the money’

This year’s Cycle Show sees the launch of a revised and reformatted business conference on the trade day at the NEC, Birmingham on 12th September

With the UK retail sector caught in economic and political headwinds, the 2019 Cycle Show will turn its attention to addressing these issues, with the emphasis on aspiration and practical information for retailers and brands.

The sessions will address the key issues in establishing, maintaining and expanding successful retail businesses. The aim of these business sessions is to provide examples of best-in-class retailing from beyond the cycling industry, looking for lessons from across the retail spectrum and particularly at sports and athleisure innovation.

The morning sessions will focus on site selection and the practical issues of negotiating rents and leases, plus expanding your store network, while also ensuring that your online and social media work with your store base to help promote awareness and sales. For exhibitors, there will be a special, early morning address on how to stand out in a crowded marketplace, while the morning concludes with a special session from Halfords and international design agency Dalziel + Pow on how to create great store environments.

The afternoon will focus on people. Former Missguided and Bench retail expert Andy Marsh will consider how to create a great leadership team as your business expands and as the demands of retail change. How to attract, train and retain brilliant staff and how marketing can work to bring in new customers and keep them spending will also be a focus.

The day has been put together and will be chaired by Mark Faithfull, editor of Retail Property Analyst and a very experienced international retail specialist, who has devised the structure of the day to address the key issues facing retailers during tough times. For trade visitors, the business conference should form a complementary part of your day at the show, offering you the chance to hear and learn from a wide range of international experts at no additional cost.

“It has probably never been a more challenging time for cycle retailers, with economic and political upheaval impacting consumer confidence and spending patterns, while online competition and new international players continue to make the industry ever more competitive,” said Faithfull. “For this year’s event, we are assembling a stellar cast of speakers, who have been involved in stand-out projects, to help visiting businesses to enhance profits and leverage opportunities across channels and sectors.”

Registration for Cycle Show Trade Day incorporating The Cycle Show Business Conference is free for bike trade visitors who register before 11th September 2019. To register, visit www.cycleshow.co.uk/tradeBC. On the day trade passes cost £15.

Trade day 08.30-18.00, 12th September 2019

Show Me The Money – How to prosper in challenging times

Breakfast session for exhibitors
08.45-9.15: Branding: Stand out in a crowded marketplace
Great brands know how to connect with their customers emotionally and how to talk their language.

Mike Roberts, chief creative officer of international design and brand agency Green Room, considers what lessons you can learn from those who do it best.

Business Conference, Main Trade Day


Morning session: Optimising store effectiveness
10.15-11.00: Store location – choosing the right store, rents, lease conditions
Adam Lazenbury, partner at global retail agency Cushman & Wakefield, provides detailed analysis of how to select a store location, powerful retail adjacencies, catchment data; plus what to look out for in terms of rent, lease conditions and providing a strong covenant and how to expand beyond your first store.

11.00-11.30: Firing on all channels: Leveraging opportunities across your business
In an omnichannel world, what can the cycle industry learn from how other independent businesses are using all the channels available to them to maximise impact and sales? Fresh from collaboration with Amazon on the roll-out of Clicks and Mortar pop-up shops across the UK, Emma Jones, founder of Enterprise Nation, looks at strategies for success.

11.30-12.00: Lifestyle: Understanding cycling and leisure
Halfords European retail director Simon Bentley looks at the role of stores, how to capitalise on the growth in the popularity of cycling and how complementary services can help to match and support the retail offer.

12.00-12.45: Store design – How to maximise impact and sales
International design agency Dalziel + Pow explains how to design the interior of a store for maximum impact and what to do to optimise the merchandising for sales.

Lunch Break: 12.45-14.15

Afternoon session: Staff and customers – How to get them and keep them
14.15-14.45: Marketing: Reaching out to an army of women customers
The interest in women in competitive sport peaked yet again this summer with the Women’s World Cup and yet the sense remains that the female consumer is still under-represented. Nielsen Sports global lead & head of brands (UK), Lynsey Douglas looks at how you can ensure your business and retail approach is aligned to appeal to women.

14.45-15.15: Leadership: Creating the right management team for growth
One of the toughest moves is taking an owner-run single store business and expanding, ensuring you have the right team and skills in place for growth and for modern retailing.

Virtue People director Andy Marsh, formerly with Missguided and Bench, talks building the right leadership team.

15.15-15.45: Customers as advocates: How disruption delivers results
Many sports and fitness markets seem impossibly crowded and competitive and yet a number of disruptors have been able to capture market share by turning customers into communities and their strongest sales advocates. Michael Dean, head of franchise sales for the UK & Ireland, F45 Training, explains how the Australian fitness training phenomenon has taken the UK by storm.

The 11th annual BikeBiz Awards ceremony is returning to the Cycle Show at the NEC Birmingham on 12th September, in conjunction with the exhibitor after-party. Voting for the Awards has now opened and will close on Friday 16th August at midday. For sponsorship and promotion opportunities, please contact Richard Setters.

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