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New Saris Cycling Group digital advertising drives consumers to brick-and-mortar stores

Published August 18, 2015

MADISON, Wis. (BRAIN) — Saris Cycling Group is working with OwnerIQ, a Boston-based digital advertising company, on a new program that targets interested online shoppers with messages intended to drive them to SCG's nearby brick-and-mortar dealers.

Visitors to the Saris, CycleOps and PowerTap websites will be shown co-branded ads from nearby retailers. OwnerIQ creates the ads and the dealers are able to approve or edit them before the ads launch.

The company said research shows 83 percent of consumers prefer to buy at a retail store. It said 60 percent of consumers visit a product's brand website on their path to purchase and half of those consumers will purchase within 30 days.

"We are continually looking for ways to help the IBD win at retail," said SCG's national sales manager, Mike Blang. "We were the first brand to adopt Buy Local Now and are the first brand within the bike industry to partner with OwnerIQ. We believe this is a unique solution to drive our online traffic to the IBD's store and we are optimistic that it will be very successful for those who implement it."

"SCG is known as an innovator in the cycling field so it only makes sense that they are the first cycling brand to join our platform," said OwnerIQ's CEO, Jay Habegger.


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