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Guerrilla Gravity offers 'Shop Direct' sales

Published March 16, 2016

DENVER (BRAIN) — High-end bike brand Guerrilla Gravity, previously sold exclusively consumer direct, is launching a dealer sales program it calls Shop Direct.

The program allows consumers to order complete custom GG bikes from participating brick-and-mortar stores. 

"While travelling the country on our demo tours we noticed how many mountain bike communities have their local bike shop at the heart of their scene. The Internet gets a lot of credit for replacing the brick-and-mortar shops, but the fact is there are a lot of bike shops out there who do a great job of serving their local riding scenes. The Shop Direct model allows riders in communities with a core local bike shop to support their shop and ride the bike that they want," the company said.

Under the program, the shop takes payment for the total amount of the bike. It does not require a dealer agreement or any paperwork. GG will not offer exclusive territories. "It's up to the shops to serve loyal customers and the more bikes they order, the better they do on margin," the company said.

GG also is offering retailers an "Outpost Channel" program. Outpost dealers who purchase a demo fleet get a bump in margin for keeping demos on hand.

GG also is retaining its consumer-direct sales program through its website or at its Denver retail shop and showroom.

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Topics associated with this article: Omnichannel

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