Many bike shops are expanding beyond the sale and repair of a bicycles. Doing this brings customers in the door when they may not need anything cycling specific.
For a bike retailer, selling a bike is a macro-conversion. But in the US 12% of bike shops have coffee bars, 11% offer spinning classes and almost 5% serve beer. About 1% offer massages, yoga or full-service restaurants. When these shops sell these things they are micro-conversions.
A business can no longer live on macro-conversions alone. Selling items that have a lower price point and are purchased more often are the micro-conversions that bike retailers need to thrive.
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