BikeBiz Bicycle and cycling retail news
In a bid to increase brand awareness and visibility, Maxxis has enabled consumers to purchase its full range of cycle tyres direct from its website.
The B2C website will be combined with a postcode search facility that will direct visitors to their nearest Maxxis dealer – tyres available online will be sold at full recommended retail price.
In an interview with Maxxis last month, Amy Cahill, marketing manager, told BikeBiz: “We’re doing this to support the IBDs, in part. We’re not going to be diminishing the value of the brand – [the B2C website] will be one of the most expensive routes through which to buy the tyres. What we’re trying to establish is that if someone’s going to buy online, they’re going to do it regardless. A consumer can come into an IBD and see that they can buy the tyre more cheaply through them. If IBDs can slot themselves somewhere in the middle, and make a good margin, we both ultimately establish that loyalty. We want to help them build their businesses up.”
Maxxis has campaigned throughout 2016 to raise both consumer and industry awareness of its full cycle tyre offering. The brand is reportedly working closely with its distribution network to offer stockists pricing and merchandising support.
Brand manager for the cycle tyre division Stephen Robinson comments: “We’ve invested a huge quantity of resources over the last year in promoting the brand and highlighting the fact that Maxxis isn’t just a single-discipline manufacturer. Providing better product visibility and purchasing choice will help Maxxis products reach new consumers, so our stockists can capitalise on repeat business.”
“The launch of the ‘buy now’ button for our cycle tyres marks the start of a really exciting phase for Maxxis,” says managing director Derek McMartin. “We hope that making the complete range highly visible in one place will help further [awareness]. With more stockists now on board, selling an extended range of Maxxis products, as well as a sleek website offering more choice to consumers, 2017 is set to be the year Maxxis gathers ground in other cycling disciplines.”
