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Jay Townley in 1968

Recent News:

“The Phillips Rule…you never sell anything at retail below your cost of doing business!”  We are looking at 12-years of the typical bicycle shop violating or ignoring The Phillips Rule, and taking a loss on the sale . . .

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* Concept Stores are on the offense according to Bicycle Retailer Magazine. To read the full story read the article.

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* Industry Expert reveals everything to the bicycle retailing community. Jay Townley uncensored.

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What others are saying:

 "Seven in ten retailers place newspaper ads but only 21% say they were successful and only 18% anticipate them to be their most successful program."

- NBDA 2004 survey  

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Jay,

I listened to the teleconference last night and was very impressed. I have never participated in something like that, but found it extremely helpful. I got that extra motivation to make some positive changes.

- Mike Ludwig, Gemini Bicycle Center

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"Jay, I think the teleseminar was fantastic and really made me think about my business and our clients. I look forward to reading the chapter and getting the book. Also, I think you made some great suggestions on following cues from successful retailers following your suggestions."

- Tim Kohl, Epic Bikes

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"When it comes to clients, perception is reality. And eyeballing doesn't breed trust of the perception that your bike shop is better than the guy down the street who eyeballs equally as well."

 -Mike Basch, YaYa!

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"In 2006, yellow pages advertising will not be nearly enough to keep your bicycle business alive. Something "wicked" this way comes."

- BikeMarkter.com

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 "We just had our biggest Saturday ever. There were 2 or 3 clients waiting to get the Body Scanning done most of the day. It was quite obvious that it helps sell bikes. This was one of the best investments I have ever made in my store."

- Buzz Feldman

High Gear Cyclery

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"You've done a really superb job on
this"

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 "Nine in ten retailers place ads in the Yellow Pages but only 43% say it was their most successful program, and 33% anticipate it being their most successful program."

- NBDA 2004 survey. 

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Dear Bicycle Retailers:

Today we are facing what I believe to be one of the most difficult challenges in retailing history. 

I call this  the "OES challenge", or the overly educated 
shopper challenge.

In today's information age, the modern customer has easy access to retail and wholesale price lists. This pre-visit 'self-education trend' is sending shockwaves throughout the retail marketplace.

"An overly educated shopper profoundly reduces the close rates of your under-educated sales staff."

An overly educated shopper profoundly reduces close rates and diminishes the effectiveness of an under-educated sales staff.

The OES (overly educated shopper) walks into your store 
knowing more about your products than your staff does! Because
of internet search engines like Google and Yahoo, your average shopper has spent over 10 hours educating himself on your products. This is especially true of items costing 100 dollars or more.

The OES phenomenon is affecting not only the bicycle industry, but is causing huge changes across multiple retail markets and niches.  Like a silent hurricane, this phenomenon has crept up on some of us, leaving the wreckage of unsuccessful businesses and unrealized dreams strewn across the retail landscape. Many have been blindsided by its effects- uncertain exactly what is happening in the marketplace.

In today's overly-educated shopper economy, the retail sales process is no longer driven primarily by the in store impulse purchases. 

Shoppers are getting too damn smart! 
                  
To make matters worse, many potential customers don't ever make 
it to your store. Instead, they prefer the convenience of the Internet. 

Some of our successful bike shop retailers report a boom of internet-based bicycle accessory sales originating outside of their local area. Despite the fact that they charge higher than normal shipping costs and full retail prices, the convenience seeking consumer is not swayed.      

As you may know, I have been involved in the bicycle business for over 45 years. I have recently watched many bicycle store owners struggle for profits during the transition from an industrial economy to the new information economy.

A step-by-step solution:

In response to the "OES" retailing challenge, I have created a step-by-step system that can bulletproof your specialty bicycle store against the information age consumer. 

I call my retail marketing system “The Master Retailer Effect”, and it is a series of absolutely leading edge retailing and marketing discoveries that we have spent large amounts of time and money to uncover and develop.
 
I have only recently discovered how to put these tools into a simple, step-by-step formula that any ambitious specialty bicycle retailer can implement. After rethinking the question of how you should go about exploding your business in today’s vastly changing retail climate – I have come up with some startling and effective solutions.

The predominately brick and mortar bicycle shop is now challenged by the new information age where anybody can be a retailer because of the power of the Internet. At a recent conference, a representative from eBay presented research showing that the Internet will influence nearly one-half of total U.S. retails sales by the year 2010!

As far as I know, “The Master Retailer Effect” is the only step-by-step educational system that helps a bicycle store immunize itself from the oncoming disintermediation of the bicycle industry.  Disintermediation means that brand suppliers cut out the middleman, or retailer, and sell directly to the consumer, as referenced in the March 15, 2006 issue of Bicycle Retailer And Industry News. I have developed a methodology built around innovative retail shopping technology that will empower you beyond any other method I have taught you in the past.

 

In April of 2006, I am releasing the method behind “The Master Retailer Effect” to a select group of specialty bicycle retailers.  This power packed retail information and education package will be exclusively available only to members of Bikeprofits.com, my knowledge based information and education membership website.

For less than a $1.20 per day, your annual membership will unlock the keys to a technology used by only the most savvy and most prepared retailing strategists.