‘Interbike by Invitation’ is the name for the new public access element for the US bicycle trade show. Select consumers will be – officially – allowed into the 2013 event. Previously, bike shop customers have gained access to the show – and the outdoor demo – by attending with trade badges sorted by IBDs. The new arrangement makes this access the official way for consumers to attend Interbike.
Registered retailers will be able to invite their best and most loyal customers to attend the Las Vegas show. Interbike will be extending Friday’s hours and allowing access to both consumers and retailers on Friday, September 20th, 2013. There’s to be no Eurobike-style ‘public day’.
“The mystique of Interbike from a consumer perspective has been, and still is, very strong,” said Pat Hus, Interbike’s managing director.
“Interbike by Invitation is not designed to open the flood gates to consumers seeking stickers and swag – but rather as an opportunity for retailers to invite their best consumers with the goal of leaving the show with the invitee feeling closer to both the retailer and the brands they love. If we’re successful with the model we’ve outlined we will have created a bonding exercise for retailers and suppliers like our industry has never seen before. Ultimately it will be measurable as demand for 2014 product is driven into the retailers.”
US retailers that register for Interbike will be allotted a limited number of consumer access invitations based on their geography. Consumers invited by retailers will be able to register on the Interbike website beginning in April, 2013. There will be a $50 entry fee for all invitees. There will be no sales transactions allowed on the show floor.
Interbike will be increasing security significantly throughout the show floor and will be adding controls that will not allow customers to exit the show carrying product.
“This is a big deal and we have to mandate the no transaction policy in order for this to be a success,” said Hus.