SALT LAKE CITY (BRAIN) — After adding a click-and-collect program last month, Scott USA announced Wednesday a direct-to-consumer option, with bikes, accessories, and Syncros products available at four U.S. online retailers.
In the coming weeks, online retailers Backcountry.com, Competitive Cyclist, Jenson USA, and Contender Bicycles will offer a "curated portfolio" under the same terms and conditions as brick-and-mortar retailers. Online retailers will decide what bikes and accessories they sell based on their customer base, according to Scott.
By mid-April, Scott said it will have a consumer-direct option on its U.S. website to have bikes shipped to homes or businesses in the continental U.S.
"This strategy is about strengthening the Scott brand and expanding consumer reach to drive more awareness and demand for our dealer network," said Hap Seliga, Scott USA president and CEO. "We're committed to opening new avenues for customers to discover Scott products, while continuing to prioritize the expertise, service, and community that only our dealers can provide. Ultimately, we want to make it as easy as possible to do business with Scott and get the support you need, no matter what type of customer you are."
In February, Scott released details about its click-and-collect program with Locally, which connects customers with their nearest Scott dealer. The new D2C option will serve those located in areas where a Scott dealer is not nearby. Consumers can go online to use Locally to find and browse inventory at their nearest Scott dealer and either purchase through click-and-collect with delivery to their local dealer for assembly or have the bike delivered to their address, arriving more than 95% assembled, according to Scott.
While a customer within the area of an authorized retailer can opt for the D2C option, a Scott spokesperson told BRAIN the brand emphasizes the best way to buy is through a retailer and "is committed to elevating these dealers and has invested heavily in ways for customers to find them with their Locally and click-and-collect integrations on the website. Both services quickly allow customers to see dealers that are nearest to them, see in-store inventory, and select to have items sent there for assembly and pick up."
"At Scott, we are present in over 100 countries and it is our goal to tailor our approach to meet the needs of each market," said Scott Sports' global co-CEO Pascal Ducrot. "In the USA, we are committed to supporting our strong dealer network with our in-store and click-and-collect experiences. The additional implementation of a multichannel strategy allows us to meet the expectations of all consumers across this unique geography and is an important step for growing the Scott brand in this territory."
