SPORTS MARKETING SURVEYS INC. (SMS INC.) and The Bicycle Association (BA) have released the second monthly Cycling Market Data Bulletin, this time covering August 2019 vs August 2018 as well as a year to date summary. Retailers and suppliers can sign up for the free reports by clicking here.
Headline data revealed a relatively tough market overall during August with sales value down 6%, and volumes down 10%. This of course indicates that average prices are rising and the impact of e-bikes on this metric was outlined within the report. For comparison, in the wider non-food retail market, the BRC recorded a decline of 1.2%. And for additional context, August was a degree warmer than the average, though rainfall was up 153%.
If you aren’t signed up to the Market Data Service here’s some of the detail you’re missing:
- Total market value and volume growth for August and year to date
- Market growth by category
(Bikes / E-Bikes / Parts & Accs & Clothing / Servicing) - Category growth dynamics by bike sub-category
(Mountain, Road, Commute, Gravel, Cross, Folding, BMX, Kids, TT) - Category growth dynamics by e-bike sector
(Mountain, Road, Commute, Gravel, Folding)
The reports have earned praise from retailers across the UK
Heather from Saddles and Paddles commented “It’s really helpful to share with my senior staff, both in sales and in the workshop, as they rarely get the opportunity to see the ‘bigger picture’ stuff.”
Meanwhile Will from Pearson Cycles described the report as “Really insightful and hugely helpful. It’s good to know this level of detail beyond our own EPOS Analytics.”
The fact-filled circular is now based on sales-out data from around 45% of the market and comes ahead of the on-line ‘Dashboard’ launch, which is due to go live before the end of 2019. The service is being managed on behalf of the BA by SPORTS MARKETING SURVEYS INC. (SMS INC.), whose system now has over 300,000 products on the database.
Each month until launch, the BA will provide a free high-level analysis of key statistics exclusively to retailers who are sharing their data and to suppliers/brands who have signed up to the (chargeable) Dashboard service. Importers, brands and wholesalers can subscribe to receive the reports. Pricing is based on cycling turnover.
Any brand signing up to pay for the Dashboard service will receive the summary insight reports free until the Live Dashboard launch. All services for retailers who contribute data will remain free after launch.
The report also highlights which sub-categories of bikes were growing or declining in sales, and breaks down which sub-categories of e-bikes were enjoying the strongest growth. There are further trends for PAC and Services & Repair. This means if you had a quiet month in the workshop, you can now see if everyone else did too.
The Market Data Service is free for every independent retailer in the UK who provides cycling retail data, whether or not they have an EPOS system. Presently the system accepts data automatically from four EPOS providers (Ascend, Abacus, Citrus Lime, and Seanic) with discussions ongoing with others that should see greater automated access going forward.
For those retailers with a bespoke IT system or no EPOS till at all, this doesn’t present a barrier as the Market Data team can work with a variety of different formats. And for those with no EPOS, a monthly “self-reporting survey” covering 12 simple questions allows any retailer to take part.
Independent bicycle dealers who would like to receive the next free report, and future editions, can sign up to the Market Data Service right away. Anyone providing data on a monthly basis and signing up to the Market Data Service will also automatically get a login to access the “Interactive Dashboard” when it goes live.
To get your free MARKET DATA BULLETIN you can sign up to the service at
https://www.bicycle-association.org.uk/market-data
or call the Bicycle Association helpline on 0203 857 4411.
A retail audit is just one of the services operated by SMS INC. To learn more or to discuss how research can benefit your business, please contact SMS INC. at info@sportsmarketingsurveysinc.com
