Ribble opens ‘perhaps the best bike shop in the world’
Ribble Cycles has opened a new “omnichannel” flagship showroom in the Ribble Valley, Lancashire, which it calls “probably the best bike shop in the world”.
The brand claims to have reinvented retail by “personalizing the physical in-store experience and combining it with a digital environment to be paperless, efficient, engaging and constantly ‘live’ with the ability to refine messaging and real-time merchandising.
To that end, the new showroom has been designed to blend the digital and the physical to create a unique, fully immersive and fully sensory consumer experience, according to Ribble.
A signature scent has even been created for in-store use to further enhance the sensory experience.
The 2,000 square foot showroom is home to what Ribble claims is Europe’s largest indoor 4k video wall, which it says will add significantly to brand enhancement, engagement and awareness. interaction with customers.
Each bike in the Ribble range will be on display, each with generous space intended to “allow the customer to interact with the bikes and appreciate the design in detail”.
Detailed product information is provided on digital display screens next to each bike, including specs, geometry, pricing, FAQs and reviews.
Ribble says the human touch is still present, however, with a team he describes as knowledgeable, passionate and friendly to answer any questions and offer help.
David Stacey, Commercial Director of Ribble, said: “We wanted to create a branded showcase that would define the future of cycle retail and represent our world-class credentials. Putting the Ribble brand experience in the heart of the Ribble Valley among the most incredible driving routes right on our doorstep was of paramount importance. From the moment you step into the showroom, you step into a truly immersive experience and it will completely challenge the notion of a traditional bike shop. I passionately believe that we created a major breakthrough for retail standards and possibly the best bike shop in the world at launch.
Other key elements of the showroom include a demonstration of the Ribble process: its BikeBuilder tool allows the customer to customize builds with component options – which are also on display in-store.
Additional customization can be achieved with Ribble’s Custom Color option – the store includes a custom color display with all colors and finishes available.
Ribble’s bikes are then built in the UK by a mechanic from start to finish and delivered or available for a click and collection.
Andy Smallwood, CEO of Ribble, added: “This state-of-the-art branded showroom and retail proposal is the culmination of incredible work by the entire Ribble team and although we have been negotiating for 1897, this absolutely represents our vision for the future of the Ribble business as we continue to innovate and disrupt the cycling and leisure markets towards becoming a truly world-class brand.This new flagship showroom highlights value our significant investment, dedication and vision for the future of the brand with digital technology embedded in this physical proposition enhancing and complementing our industry-leading online customer journey, demonstrating the ambition and scale of our strategy.” .
The new store is also home to the Ribble Live virtual showroom team, which allows customers around the world to speak with one of its experts via one-way live video chat and experience the store from home.
Starting in the summer, the store will also become a hub for Ribble events and activities, including regular outings, evening talks, “how-to” tech classes, screenings and Zwift events, with more information to follow,
Ribble says elements of the new flagship store will be incorporated into more stores as the brand continues to grow its physical portfolio footprint.
The address of the new showroom is: Ribble Cycles, Unit 1, Barrow Brook Trade Park, Barrow Brook, Clitheroe BB7 9BQ. It is open seven days a week.