Trek create their own Internet (shop)

The market size of the big brands allows them the opportunity to do business on their own terms, for example many of the big brands such as Specialized and Trek no longer exhibit at bike shows such as Eurobike and instead run their own dealer events and customer demo days. And they have also controlled online sales, the popular online retailers Wiggle, CRC, PBK and Ribble don’t sell Trek online. 

Trek and Specialized belong to the few brands that have prevented sales through the big online retailers and a quick search confirms. Wiggle provide a “not found” for the search term Specialized and Merida while for the search term Trek the big bike brand has some competition from a nutrition brand.

Screenshot from Wiggle:

Wiggle Trek Bicycles

Chain Reaction Cycles however take a different approach, while they don’t have Specialized or Trek in stock, they have plenty of positive results in searching for Trek, Specialized and Merida, however all promote their own inhouse brand called Vitus. They are ‘managing’ the search results to push their own gear.

chainreactioncycles trek bicycles


Runout Stock

It is common practice for brands to offload their old season products at good prices and the online retailers are good outlets as they have massive amounts of traffic and also operate on lower margins. This can be a Win – Win situation for the brand and retailer (and customer) as dealers are not able to offload the stock. It does however mean that the retailers may not stock new equipment. And some brands resist the online retailers regardless, and any stock that comes through are from rouge distributers.


Trek Connect Retail Marketing

This is the name of the new service going on trial for two years and open to 30 Trek dealers in the United States. The brand is supporting these dealers with an online sales platform which includes the dealer in the loop.

The big problem which dealers have with the internet is that they are cut out, the brands on the other hand don’t immediately lose-out with internet sales because they are still making sales. However in the long term it upsets the bike shops and the brand can lose retail support which is still crucial, particularly for higher priced items such as complete bikes which a majority of customers still prefer to buy instore.

With the new Trek online shop at, the dealers will receive a ‘service commission’ and customers encouraged to pick up the bike instore. Any bike ordered goes to the dealer anyway who will assemble the bike and can delivery or hold it for the customer to pickup.

Trek Bicycles Website


Measuring Success

There are a number of angles to approach the move by Trek and predict the success. From a dealer perspective, the Trek brand is trying to support them and generate sales. And very importantly, providing a commission for sales.

From a brand perspective, they have to support their dealers and see the popularity of the internet and don’t want to miss the train.

From a customer perspective it can be viewed more critically, what is the actual benefit for the customer? Often customers are looking for the lowest price when buying online and have a number of ‘brand independent’ retailers who are competing for their dollar. A dedicated Trek Online store won’t compete with other online retailers or bike stores, the prices need to be regulated so that it isn’t creating a disadvantage.

For a customer, the online access however may provide some advantages such as:
• Faster and quicker overview and selection of the preferred bike and parts
• A larger range and more options than available instore (though Trek have the instore Project One concept)
• Convenience when a store visit is not possible

Buying online does assume that the customer can chose the right bike and right size so this may be an area for confusion, if a customer purchases online to discover instore that the bike is the wrong size. It is the fault of the customer, though the dealer will probably have to help resolve.

The biggest volumes of internet sales in the bike world is in parts and accessories, for customers there can be some convenience in saving a trip to the bike shop… but this is about bikes so the online purchase option for Trek bikes may be more ideologically important than for actually generating sales. The online shopping isn’t competing, rather is another doorway to Trek.

The new retail concept launches in September 2015 for the US and Bike-EU reports that this is a pilot program which will trial for two years.

Smart Cyclist February Deals

Online Bike Shop Discounts and Sales – February 2015

These are the current promotions and discount codes for major online bikeshops in February 2015. Sign-up to our newsletter (top right) to get these sent directly to your inbox.

High5 Energy Gel Sachets – Buy 1 box, get one free
End of Season Bike Sale (124 bikes – Mekk, Felt, Kona, GT, Haro, Cinelli, Charge, Boardman, Moser, Verenti, Raleigh, Dahon)
Price Drop – 1% price reduction daily until sold (ca. 260 items)

Chain Reaction Cycles
Big Bike Blowout – up to 45% off 2014 models  (324 bikes listed)
Clarks Brakes and Brake Accessory Clearance (on some items)
NukeProof – Up to 55% off

Evans Cycles
3 for the price of 2 (items) on selected FWE tools and inner tubes
Up to £500 of Free Kit with a new bike purchase (discount coupons SHED30 – SHED500)
Clearance Clothing, Bikes, Accessories, Components, Ex-Demo (ongoing)

Lezyne – Extra 10% Off
SIS Buy 1 get 1 free Gel 6 Packs
Daily Offers (ongoing)
10% off Kinesis Frames and Bikes
7-Day Deals (ongoing)
Garmin Virb (Camera) up to 40% Off
Free UK deliver on orders over £20

Ribble Cycles
Free Ribble sunglasses with Helmet purchases above £39
Reduced prices on all wheelsets (undefined sale)
Free socks with Sidi Shoes
Clearance on Indoor Trainers (undefined sale)

Merlin Cycles
Save up to 47% on Shimano and Look Pedals
Half Price Altura Team Clothing
Lusso Cycle Wear up to 60% Off
Sale Items (ongoing – various)
Rock Shox Forks save an extra 10% (exlusions apply)
Save up to 35% on Castelli Cycle Clothing
Save an extra 10% off Assos Clothing
10% (Extra) off Shimano 105 5800 individual components

Hargroves Cycles
Up to 40% off Lights (139 Lights – Exposure, Cube, Electron, Cateye, Lezyne, Moon, Fizik, Raleigh, Hope, Bianchi, Cannondale, RFR, Gemini)
Sale Items (ongoing – various)
50% off Pedals, when purchased with a bike (deducted at checkout)
Up to 45% off bike (non-genuine sale)
Up to 60% off Winter Cycling Clothing (non-genuine sale)
Up to £500 of Clothing, Parts, Accessories with a 2015 bike (discount Coupons SPRING30 – SPRING500)



These sales and discounts compiled from promotions published by online retailers and are presented under the following conditions:
All information is subject to change without notice. Any changes or alterations are at the discretion of the retailer and Smart-Cyclist has no influence nor takes any responsibility for any changes or unavailability of discounts or items. Smart Cyclist does not endorse, verify nor guarantee the validity or availability of the information provided by the retailers on their sales and promotions. The sales, promotions, coupons, sale items may expire, be sold-out, be withdrawn, be changed or be cancelled.