No! In future, we won't be buying our mountain bikes from Migros and not just online. Because we want stores that are trendy, cool and competent. Stores with employees who know and live the sport. That are authentic. And that's where Migros and its ilk will have particular problems. Cumulus points are all well and good, but ultimately pretty unsexy.

Curate your exhibition

One possible way out of the dilemma between lowest online prices with good equipment and Migros' marketing power: the Swiss bike dealer becomes a curator. The curator of his own exhibition. It should contain exhibits that encourage people to look at them, talk about them, want them and buy them. Interchangeable goods have no place in the Swiss bike store of the future. After all, any merchandise can certainly be found cheaper elsewhere - and, as we all know, greed is cool.

Be credible

The credibility of the specialist retailer plays a major role: anyone with a career as a racing driver behind them will go down particularly well with customers. After all, who knows better what makes you fast than a former racing driver?

In the bike trade, credibility is mainly achieved through technical expertise. Anyone who has ever bought a bike online, then wanted to process a warranty claim and never saw the bike again for several months: That person would probably have been happy to spend a few more francs on shopping at the local bike store, as that's where the concentrated service expertise is gathered. The money saved online only gets on your nerves when you can't manage to assemble your online bike. Or if you need specialist knowledge for the suspension setup at the latest.

Added value through affiliation

There are other ways to build credibility. Keyword concept stores. This focus on exactly one brand shows that people swear by this manufacturer and are more familiar with this one brand than any other. It is plausible that such business concepts will become even more widespread and that customers will be inspired by the specific shopping experience. One example for years has been Thömus: customers have added value through affiliation, the provider benefits from loyal customers.

The only constant is change

The Swiss bike store of the future must be adaptable. A concept that was viable and profitable three years ago can quickly turn into a grotto for slow sellers. A few examples: The old-fashioned store that thought disc brakes were an unnecessary frippery has long since disappeared from the scene. The store that doesn't offer e-bikes has to work out its strategy and credibility very carefully, otherwise the bikes will stay in the store. The store that can't handle electronics will fall into the low-cost segment within a few years. After all, ABS, electronically controlled suspension and connectivity are just a few of the keywords that will have to be used to attract customers in the future.

Providing orientation

What Swiss retailers and their customers already know today is that the online market is a jungle. It takes time to find your way around. It takes nerves of steel to make yourself smart, you are your own consultant. This is where specialist retailers can and must score points: As a provider of advice and guidance. The customer saves time and does not risk making a bad purchase. A good salesperson can "read" their customer and recognize what they need and make suggestions accordingly. This can save an enormous amount of time. And time is money, which is a good argument against the undoubtedly innovative, inexpensive and well-equipped online provider.

The journey is the reward

The specialist retailer must take the lead when it comes to customer orientation. This is because the mountain bike market today is highly segmented and confusing. Buying a new bike can be so confusing for the uninformed that a new purchase simply doesn't happen. Instead, the second-hand bike from the neighbor has to suffice for the time being. This is exactly where the local bike store can score points: With accurate advice, with test events, with a community that is fun. Buying a bike is the goal, but the customer's journey to get there needs even more focus than before.

Mass-produced goods: get them out of the shop

And another aspect that is becoming important for Swiss specialist retailers: The bike store of the future should deliver unique items, the bikes should be tailor-made. The customer should receive not just any bike, but exactly their bike. Be it the frame color, the gears, the suspension or the customization of the bike via app and, of course, in terms of anatomy. The unique bike creates experience, loyalty and added value. After all, Migros, Chain Reaction and the aggressively priced online retailers supply the mass-produced goods, so it simply no longer makes sense to join in. Store operators who rise to these challenges can look forward to a demanding but very interesting clientele. 0815 was yesterday.