It was 1996 when I met Bob, the owner of a Michigan bike shop. He was working with friends on a new idea for promoting bicycle races in the area. I helped get him free Internet service in exchange for listing the ISP as a primary sponsor for the circuit. Free Internet! Then I remember watching the light bulbs go on when we started talking about reaching niche communities with bulletin boards, newsgroups and email.
Bob understood that his bike retail business -- stuck in the middle of a small town -- had limited growth potential compared to the vastness of the Internet. He also realized there was something special in his product assortment, expertise, attention to detail, passion for bikes and a candid approach to customer service that people beyond his small town might enjoy. He was a true brand advocate, with a strong desire to pursuade everyone to ride a bike. "Friends don't let friends ride junk" was his tag line. He would often rebuild customers' bikes and then drive his Astro van an hour out of the way to deliver them personally.
Almost overnight, there were dozens of newsgroup posts. Interested in a crank, some pedals, a frame? Email Bob. Suddenly this local bike retailer became known by other bike lovers across the country and around the world. This was a true multi-channel retailer before the concept was ever labeled. He was happy serving one customer in his store, but couldn't help trying to reach out to as many people as possible.
Good lessons from the first multi-channel pro I knew. Thanks Bob.
Tuesday, November 18, 2008
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