Female customers being overlooked by bike shops, says Trek

Bike retailers must do more to make their stores appeal to women, the UK media manager at Trek Bicycle Corporation has stated. This would not only help encourage more women into the saddle but would boost business, says Chris Garrison from the bike and cycling product manufacturer.

“If you can get women through the door, they’ll not only buy for themselves but also for men and for kids,” she suggests. “The problem is that bike stores are owned mainly by men, which means they look like places that are for men. And perhaps their staff have forgotten what it’s like to be a novice.”

Bike stores should adopt techniques used by retailers such as Gap, explains Garrison, who will be speaking at  Women & Cycling. “Gap understand the importance of having a window display that matches what’s at the front of the store. So, the first step should be a window display that makes women think the store is for them. The second step is to impress them once they’re in the store, and the third is for them to be made welcome by a member of staff who treats them with respect.”

Garrison says that Trek carries out a “continuous improvement process” with its retailer partners. “Most of the time they act on the advice we offer on how to make their stores more women-friendly. For instance, we suggest placing women’s bikes at the front of the store. This is unlikely to repel male customers who will find what they are after regardless of where it is.”

Female customers are sometimes reluctant to spend money on a bike because “they don’t think they deserve it”, says Garrison. “It’s about convincing them that a bike is the equivalent of a pair of jeans. Which means choosing something that looks good on you, is comfortable and is decent quality.”