Author name: lhansen@ascent360.com

CEO & President of Ascent360, Scott Buelter, recently sat down with Heather Mason, President of the National Bicycle Dealer’s Association to discuss the importance of relationship marketing and enriched, reliable customer data for bicycle & specialty retailers. This conversation is crucial right now — inventory has started to regulate again and ridership numbers are up, but people aren’t coming into the store as often. We examined how we can look to the services bike retailers provide to increase gross margins and help retailers stay in touch with their customers.

There are a lot of ways to communicate with your customers, but the key element is communicating with them in the right way. Mass marketing will reach your database, but it’s not likely to engage them or convince them to make a purchase. Instead, if you have data that tells you something about your customers (e.g., female, 55 years old, who just purchased a road bike), you can use it to market in a much more familiar and friendly way.

Recently, Scott Buelter, CEO of Ascent360, sat down with Lee Miller of FISH307 to discuss the specialty retail industry and how data driven marketing automation has created new paths of growth for their company. They have also found that upgrading to a next level tool that seamlessly integrates with their existing systems makes all the difference in creating a unique customer experience and driving more sales.