Zweirad-Center Vogel in Dinslaken believes that great advice should not begin with the bikes on display, but with the person looking for the right one. In our conversation with Florian Jonkmanns, Deputy Head of Sales, we explore how the consultation process is changing: customers arrive better informed, decisions need to be made more quickly and with greater confidence, and tools such as Smartfit are becoming an integral part of the sales journey. At the same time, one principle remains unchanged: building a personal connection from the very first minute and creating a shopping experience that customers will remember.

How has Smartfit changed your consultation process?

Florian: I attended a training course at ZEG almost ten years ago, and even then I could see the value of this approach. I have always felt it was important to explain the basics of bike geometry to customers and help them understand what a good riding position actually means. Smartfit now gives us a tool that takes this to another level.

I also want customers to understand the benefits of visiting a specialist retailer, speaking to experts like us, and not simply buying a bike online.

We are moving away from the traditional needs-analysis approach. These days, we introduce sizing and measurement much earlier in the conversation. It is something we want to make an integral part of the way we work.

It also gives customers greater confidence in the recommendation. I can say: “This is not based on my opinion alone. We also have an AI-powered system that provides additional guidance.” That carries real weight and means we have far fewer discussions about frame size.

How do you make Smartfit part of the team’s daily routine—and ensure that the system is genuinely used in the store?

Florian: The system is only as effective as the people using it. As you’ve seen, I genuinely enjoy working with it, and that is something I want the entire team to embrace as well.

Every morning, we carry out a quick measurement exercise ourselves. That helps us stay familiar with the system and make it a natural part of our daily routine.

At the end of the day, it’s all about creating the best possible customer experience in every square metre of the store.

What role does Smartfit play in customer consultations and closing the sale?

Florian: I’m genuinely excited about the coming weeks and months and feel very positive about what lies ahead. Smartfit definitely adds value to the sizing process. I also believe it helps newer sales team members, who may have less experience, provide more focused advice and reach the right recommendation more quickly. For us, those are two key benefits: greater speed throughout the consultation and more confidence when it comes to closing the sale.

My current approach is to introduce sizing right at the start of the consultation. Customers today often arrive with a much clearer idea of what they are looking for. They are far better informed and may already have specific models and components in mind.

The goal is to make sizing a standard part of every consultation. It is not about reaching a certain number of measurements each day. We want every customer to be sized.