What Happens Before We Buy?

Have you ever visited a store and saw something awesome, then went home and checked it out online, then asked your friends about it, and then went back to the store to buy it? 

I like to call these points in time, micro conversions. Nearly every purchase we make is preempted by a micro conversion or a series of micro conversions. When someone is overwhelmed by micro conversions it can become too much to handle. The desire to purchase is like an enormous weight on their shoulders. These are the people that walk into the store, throw down a credit card, point to a bike and say, “That one. Now!” 

In bike retail it’s easy to focus on the macro conversion (when someone makes a purchase). That’s where we find the glory of the sale, that’s where the commission is, and that’s when we feel the satisfaction of a job well done. 

However, I like to remind retailers- without a healthy strategy around acquiring micro conversions, we will never see macro conversions.

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How Many Bike Shops Serve Beer? You Might Be Surprised.

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.

Thanks for taking the time to read this. If you found value in this piece would you please consider sharing it on social? Thanks again. Donny