SmartEtailing Blog

David Wert

David is the Client Services Director at SmartEtailing a fourteen-year-old company that works with over 1400 IBDs and many of the major brands, helping them to engage consumers through a variety of web based technologies. In addition to his work at SmartEtailing David spent over twelve years as a bike shop owner and has extensive experience working with brick & mortar businesses as a retail consultant.
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Recent Posts

FREE Buy Local Now Retailer Inventory Listings

Posted by David Wert on Aug 30, 2016 10:08:14 PM

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Buy Local Now™ is a real-time product sourcing technology provided by SmartEtailing that connects ready-to-buy consumers at brand websites with local stocking retailers. It offers consumers same-day product availability and enables the specialty channel to compete more effectively with national chains and Amazon.

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ASI Supplier Sync Now Available

Posted by David Wert on Jul 10, 2016 5:54:03 PM

Advanced Sports International (ASI) is the most recent bike brand partner to participate in the SmartEtailing Supplier Sync service.

Supplier Sync is a feature included with every SmartEtailing website package that blends the supplier's inventory with yours into a single product catalog, ensuring that more of a supplier's in-stock products are visible to consumers visiting your local website.

You may only stock a fraction of the bikes available from ASI brands Fuji, SE, Kestrel, Breezer, or Phat Cycles. But with Supplier Sync enabled, a consumer who visits your website can easily check the availability of models from the brand with a real-time feed connected directly to the ASI warehouse.

Consumers are able to come into your store more informed and ready to buy. Or if they choose, they are able to order the bikes online and pickup in store.

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Topics: website improvement, omnichannel

Harvest Retail Marketing & SmartEtailing Merge

Posted by David Wert on May 9, 2016 1:00:00 PM

May 9, 2016 - SmartEtailing and Harvest Retail Marketing (Harvest) announce the merger of the two companies resulting in richer service offerings and enhancements for the bicycle industry. Ryan Atkinson, Founder and President of Harvest in Omaha, Nebraska, will lead the merged company as President beginning May 9, 2016. The company will retain the name SmartEtailing.

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Topics: thoughtful

A Circumstantial Case For Website ROI

Posted by David Wert on May 5, 2016 1:14:46 PM

If you’re looking for a simple, definitive way to tie in-store traffic to online visits you won’t find it; the technology isn’t quite there.  In the words of Avinash Kaushik, co-founder of Google:

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Basic Navigation For Your Bike Shop Website

Posted by David Wert on Jan 21, 2016 3:55:03 PM

When customers visit your bike shop website, you want it to expertly direct them to the right services and products, the same way you do in person in your store. You do this with smart top-level navigation on every page on your website. Here are some great basic tips to help optimize your navigation and your customers' online shopping experience.

Top-level navigation should reflect the store's competitive advantage and other elements that are important to the store's brand. If the service department is a big part of what the store is all about, make sure to feature it in top-level navigation. In most cases, your products should be a major part of top-level navigation, which means you need to provide clear links to the catalog.

But, this does not mean providing links to a landing page(s) with only the logos of the brands you carry or even worse those brands' websites. Because, just like consumers come into your physical store to see merchandise, they go to your websites expecting to see specific products and inventory information.

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Topics: web design, omnichannel

3 Great Ways to Build Your Bike Shop Brand!

Posted by David Wert on Oct 21, 2015 8:39:20 AM

Before we get into branding tips for bike shops let's start with a definition of branding from Entrepreneur dot-com:

"Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitor's. Your brand is derived from who you are, who you want to be and who people perceive you to be."

Customers interact with stores through touch points. Some of these touch points are inside physical stores but quite a few of them exist out in the wild. If a customer has a conversation with a shop employee at a local race about getting their bike repaired that's an example of a touch point. Social media is an important touch point for most people these days. Email marketing and traditional marketing are also touch points for a store’s brand. Touch points give retailers brief and valuable opportunities to build their brand.

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Topics: omnichannel, bicycle retail marketing

INSTAGRAM YOUR WAY INTO YOUR CUSTOMERS’ HEARTS

Posted by David Wert on Sep 30, 2015 10:45:20 AM

Earlier this year, Instagram announced they’d surpassed over 300 million users. More than 70 million photos and videos are shared, generating over 2.5 million “likes”…every day. For many businesses, this social media channel is overlooked in favor of Facebook or Pinterest, but with numbers like that, it’s easy to see why engaging fans, customers—even the brands you work with—is an important part of your marketing and branding strategy.

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Topics: bicycle retail marketing, instagram

2016 STARTS NOW, ARE YOU READY?

Posted by David Wert on Sep 30, 2015 10:38:03 AM

For many IBDs, July is one of the highest volume sales months of the year and with a little extra effort, retailers can use simple digital marketing to push those numbers up even higher. If your store already has a strong community to reach out to (email lists, social followers, etc.), targeting this group of customers can be done with little to no additional expenditure. Also, marketing to existing customers can pay big dividends. These are people that have already shown interest in your products and brand. They are more likely to act on your promotions and are more cost effective to reach.

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Topics: bicycle retail marketing, building better bike shops

WHAT SUPPLIERS’ DIRECT-TO-CONSUMER SALES MEAN TO IBDS

Posted by David Wert on Sep 30, 2015 10:32:03 AM

Trek announced recently that they were giving consumers the added option of buying bicycles on trekbikes.com. This move raises lots of questions for local retailers. Other bicycle brands are considering direct-to-consumer sales online and a number of them have already implemented these strategies. And, Amazon is now offering same-day delivery in select markets, and overtook Google last year as the primary starting point for online purchases according to Forrester Research.

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Topics: bicycle retail management, omnichannel, bicycle retail marketing

Marketing, Investing In Your Own Business

Posted by David Wert on Jul 15, 2015 3:23:00 PM

Understanding how much of your Bike Shop’s budget to allocate towards marketing can be tricky. On one hand, anytime you’re able to invest in marketing and have a positive impact on net income, you should probably do so; on the other hand, not all marketing investments are good ones and most have a point of diminishing returns. Investments in marketing aren’t just about attracting new customers: the right kind of marketing drives business from existing customers in ways that are often significantly more cost effective. Of course, the best marketing plan in the world won’t help your business if retailing fundamentals like strong merchandising and good customer service aren’t there to support it.

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Topics: bicycle retail management