I recently read an article on bikebiz (URL below) that was talking about the 'lacklustre' marketing that is carried out by small independent bike retailers, the article also talks about the demise of Yellow Pages and Thomson Local directories and the effect that this is having on local bike retailers and cycle shops.
I have to say that I totally agree with what is said here, with the exception of your Wiggle's, ProbikeKit's, Merlins and ChainReactions the online marketing that is carried out by small independents bike retailers and cycle shops in the UK is generally poor.
An up to date, engaging and informative website does not have to cost a fortune these days and a well executed Social Media Campaign costs even less, so much so other than time it shouldn't cost anything.
What the local bike or cycle shop retailer will always have over the dotcom vendor is their customer service element and also their ability to engage locally and really build a local brand.
I for one admit to using the aforementioned cycling sites regularly because yes, they are cheaper but I still use at least two local bike shops for servicing and bigger cycling purchases. You also cannot beat that 'one to one' advice you get from a well informed bike shop owner and his/her staff.
I have heard first hand bike shop owners talk of how the web is killing them but you have to accept it and as they say 'improvise, adapt and overcome', the web does in fact present a huge opportunity for local cycle shop owners to not only maintain and solidify the relationships they have with existing customers but also to reach out and tap into new markets.
Independent bike and cycle retailers need to wake up, get involved in the web or their days most certainly will be numbered.
The BikeBiz article is here: http://tinyurl.com/378q7tr
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