Wiggle Chain Reaction Merger Romance

Wiggle and Chain Reaction Cycles Romance put to the Test

The merger of the two biggest online bike shops, Wiggle and Chain Reaction Cycle is now being put to the test by being referred to the Competition and markets Authority (CMA) in the UK. Reported on BikeBiz, they have noted that the CMA are surveying bike and Parts and Accessories suppliers who need to respond this week. 

Online retail can be a double-edge sword for bike brands. On the one side, online shopping in booming and it provides an opportunity to sell a lot of stock to this growing market. On the other, online shops compete with the traditional bricks and mortar bike shops and the distributers who are also vital for marketing the brand and customer service.

Suppliers can be pressured into discounting their stock for online retailers – it means lower prices for customers online while distributers and bike shops who have traditionally supported the brand pay more for the stock and have increasing online competition.

The Wiggle and Chain Reaction Cycles entity has not released details about changes and whether both brands will continue to operate independently. For customers, it is likely that the brands will remain separate and behind the scenes, management, supply-chain and logistics can be optimise.


The Critic – Wiggle Bike Bungee

In November, Wiggle realise an inhouse video – bungee jumping with bikes. Sounds exactly like a video worth ignoring which I did. While a brand is still able to create and market a compelling concept it needs credibility or a real wow factor to make it worthwhile.

If it is really good, then everyone is posting or tweeting and this wasn’t the case so the youtube video reached up 30,000 views which is fair, but doesn’t compare to the viral videos. Lets add a few more views, here is the video – you can watch before the inner critic is released.

What is so bad about Bike Bungee

What is good about it. People have by sky diving with bikes, diving with bikes and doing bungee with bikes. Doesn’t really make sense and is fun to watch the first time.

But stop the press, this time it is different because…

At Wiggle, we’re committed to bringing you the good stuff, so we sent four of our adrenaline-loving Wigglers, each with a different type of bike to the French Alps for the ultimate test…… which bike can jump the furthest?!

It sounds more like…

We are all serious and committed… but cool enough to flip over mid sentence to show you how we roll. Our awesome team of adrenalin junkies has the ultimate test and will combine pseudo science with a complete lack of consistency to bring you a video which we want to go viral. ?? !! ?! ?!

Reality aside, sometimes when you try to hard to be funny, it doesn’t come across. It may even be misunderstood, one person commenting on the video said:

Yikes. I had sweaty palms just watching!
Mark MacDonald

No one wants to know that Mark.


The most important rule of Viral Marketing

All would have been lost, were it not for the most important rule of viral market. What is it you ask? Well, the most important rule of viral market is to make sure that your campaign is very clearly branded, best with four logos. In this case, Wiggle get full marks and a bonus point for mentioning Wiggle again in text.


Wiggle Four Logos