BikeBiz Bicycle and cycling retail news
Scott USA has shared news that it is “rolling out a multichannel sales strategy in the coming weeks”, introducing new initiatives to expand access to its bikes and gear – while reinforcing its support for its dealer network.
As part of this strategy, Scott USA is expanding the ability of key online retail partners, including Backcountry.com, Competitive Cyclist, Jenson USA, and Contender Bicycles to offer a curated portfolio of Scott bikes, accessories and Syncros products online.
The announcement also highlights that “Scott USA remains deeply committed to its customer-first philosophy, and this strategy is intended to complement its trusted dealer network while simultaneously satisfying the needs of customers in regions not represented by that network.”
Consumer-direct in the US market
In addition, Scott USA will also be launching a consumer-direct option on its US website in mid-April 2025, allowing customers to purchase Scott bicycles directly and have them shipped to their homes or businesses throughout the continental US.
This multichannel approach aims to build upon Scott USA’s recently launched Click-and-Collect and Locally initiatives, which connect consumers with their nearest Scott dealer for in-store purchases or online orders. Together, these programs will grow and create greater awareness and demand for the Scott brand, elevate dealer awareness and traffic, and provide flexible options to better serve customers—all while maintaining a shared commitment to quality and community.
“This strategy is about strengthening the Scott brand and expanding consumer reach to drive more
awareness and demand for our dealer network,” remarked Hap Seliga, President & CEO of Scott USA.
Seliga continues: “We’re committed to opening new avenues for customers to discover Scott products, while continuing to prioritize the expertise, service, and community that only our dealers can provide. Ultimately, we want to make it as easy as possible to do business with Scott and get the support you need, no matter what
type of customer you are.”
Global business, local business
Speaking to the global strategy, Scott Sports’ global co-CEO, Pascal Ducrot added, “At Scott, we are present in over 100 countries and it is our goal to tailor our approach to meet the needs of each market.
“In the USA, we are committed to supporting our strong dealer network with our in-store and click-and-collect
experiences. The additional implementation of a multichannel strategy allows us to meet the expectations
of all consumers across this unique geography, and is an important step for growing the Scott brand in
this territory.”
Giving customers purchasing options: Multichannel retail
At checkout, US consumers will have three purchasing options: Locally, Click-and-Collect, and consumer direct.
- The Locally tool will “help consumers find and browse available inventory at their nearest Scott dealer”.
- The Click-and-Collect checkout option enables customers to purchase online and pick up at their local dealer after assembly.
- The consumer-direct option helps to serve those in regions where there may not be a nearby Scott dealer.
Each of these options is intended to create a seamless shopping experience that benefits both consumers and dealers.
Timeline for multichannel go-live
The rollout will begin during March with Scott’s select online retail partners – who will offer Scott bikes and accessories via their websites under the same terms and conditions as the brick-and-mortar dealer network, including adherence to MAP policies.
Stock sourcing
Scott USA’s inventory remains unified across all sales channels, ensuring that all partners and customers have access to the same stock. Dealers can draw from consumer direct inventory to fulfil customer orders, and consumer direct sales can likewise pull from warehoused dealer inventory to meet demand. Bikes sold through the consumer direct channel will be expertly prebuilt by Scott USA’s dedicated team in Ogden, UT, arriving nearly ready to ride.
Retailer support from the brand
To further support dealers, Scott USA has also increased staffing in dealer services, warranty, and credit, while also investing in spare parts and after-sales support.
These efforts are designed to boost the dealer network and ensure that Scott’s high standards of service are maintained across all channels.
Additional information about the Scott USA consumer direct and Click-and-Collect programmes, as well as a US local dealer finder can all be found on the Scott USA website.
