Since the launch of the E-commerce element, Toga has seen sales growth, including purchases from customers outside the New York City area. However, most of the customers are still local. Jon remarks that many local customers find it helpful to shop and make purchases on-line, and then pick up the merchandise from the store personally, at their convenience.
Furthermore, Jon notes that many customers are taking advantage of the site’s service component to solve problems that previously required a phone call. A wide range of informational articles and FAQs are available on the site that cover a variety of topics, including picking the best bike for your needs, bike maintenance and repair, riding techniques, and safety.
The community aspect of Gotham Bikes plays an important role on the website. The site has many affiliate relationships with other cycling groups both in New York City and beyond. Links are provided to racing clubs, groups aimed at encouraging riding for sport and pleasure, and alternate transportation advocacy organizations. Interested cyclists can move directly to these sites through reciprocal links, and in turn, some discounts and promotional offers are available to members of these organizations.
When asked what he would like to see happen with the site in the next one to three years, Jon sums it up in one word: Synergy. They have their eye on a total system solution that would allow them to integrate their online sales with their sales in the store. "We’re getting everything automated, everything combined into a single system." Looking back, is there anything they wish they had done differently? He admits that he would have liked to launch their E-commerce efforts earlier, but otherwise, he’s happy with the choices they have made.
"There are caveats with every business venture, but overall, it’s been pretty successful for us."
Business profile courtesy of Family Business Strategies
Jon Lancaster can be reached via http://www.togabikes.com.
