Dealer-supporting initiative to help compete with online

Fisher Outdoor launches IBD-only Zipp Stockist Margin Support

Fisher Outdoor has announced a brand new Zipp Stockist Margin Support programme. 

The initiative has been launched in order to enable the specialist IBD to compete fairly alongside online retailers, the distributor said.

Fisher will guarantee their IBD stockists a minimum margin when asked to price match any of the 2015 Zipp wheel range.

The programme is funded by Fisher and is a new addition to the SRAM Platinum Club service which provides IBDs with benefits including:

  1. Price Match on any SRAM product
  2. Free delivery on orders
  3. Free delivery on servicing
  4. In Store Support
  5. Exclusive Training
  6. Access to competitions including a trip to Vegas and Interbike
  7. And now inclusion in the Zipp Margin Support Programme.

 Martin Murray, Head of Sales, said: “We get it. IBDs invest time, money, space and expertise to premium specialist products and then struggle to make a margin in the face of online retailers who buy grey and survive on slim margins.

"We get how frustrating this is. We agree that it’s not fair on the genuinely specialist IBD who should be able to make a respectable margin on market leading premium brands. We get that without the IBD’s support and expertise these products would have less strength in the market. We most certainly do not want the UK bike market to become an online only sales channel, which is why we have launched our market leading, Zipp Margin Support Programme for the 2015 range of Zipp wheels.”

Nikki Hawyes, Head of Marketing and Ecommerce, said: “We know that consumers expect to see market leading brands like Zipp in the specialist IBD stores and retailers, themselves, want to sell brands like Zipp with confidence and expertise, but it also has to be profitable. Through the launch of the Zipp Margin Support Programme, we plan to eliminate the worry about price match requests for our dealers. This is the first of a number of initiatives we are launching in 2015 aimed at helping the IBDs who are the lifeblood of the bike industry, to fairly compete alongside the online channel.”

To find out further details on how to sign up, dealers should contact their Fisher Account Manager.

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