Grenchen, Switzerland - BMC has launched the Model Year 2021 lineup to a truly global audience of around a thousand retailers. Rapidly adapting to the new normal, the Swiss brand switched from a physical dealer launch event normally held in early June, to a completely digital format in order to support its global network of independent retailers and distributors.
A keynote from the company management with selected product highlights gave insight into the status of BMC as a company and the exciting strategic direction for the upcoming years. Educational videos, virtual showroom tours with key employees and cycling legends like Cadel Evans and Fabian Cancellara were complemented by live Q&A sessions. To make it convenient to the busy schedule of BMC's retailers all these assets are also available on demand on a dedicated platform and in five languages.
"Our goal was to provide our dealers with an experience that is as impressive and informative as our very appreciated physical BMC retail expo held over the last couple of years. That's why we wanted to create an exciting and entertaining mix of product releases, information workshops and opportunities to ask technical and business specific questions. In the end, it is all about supporting the retailers to plan their business with us in the best possible way" stated David Zurcher, CEO of the company.
In a quick survey with the participating retailers, the shift to a full digital format was highly appreciated: 79 % of them found the information extremely valuable to their business success, 82% believe it was an incredibly efficient format and 86% wished for more content in this format in the future.
When asked for his conclusion about the event, John Glett, CBDO & CMO said: "Overall we can state that we have achieved our lofty goals with this unique launch format. Announcing important steps to further strengthen our retail partnerships - like click and collect for a number of countries in Europe, and that we have key MY21 platforms ready and waiting in the warehouse, was something we wanted to communicate in a direct way. All in all, a great experience, although we are still looking forward to meeting face-to-face with our retail partners at other possible physical events as soon as they return. I'm extremely proud of our team for having raised the bar again in the new digital field."
BMC will be launching the MY21 range to global consumers starting mid-July and throughout the summer.
