Just a quick look – and suddenly at the checkout

Mount 7 wants to offer its customers "extra service." What does service mean to you?

Thorin: Firstly, for us, service means investing time in our customers, working cleanly and precisely, and, above all, creating a sense of well-being. We want you to feel welcome at all times. That also means getting coffee whenever you want it, and a more comprehensive experience than just online. Furthermore, every customer is measured in-store.

How long have you been using the Smartfit sizing systems?

Thorin: When the founders were considering in-store consultations in 2018 and what we could do better than others, the idea was born to offer every customer free laser or body measurements. Back then, the bike industry wasn't yet flooded with discounts, and we were able to sell at stable prices with good margins. In return, it was important to us to offer customers real added value with plenty of staff, good service, long consultation times, and good tools like Smartfit. We use Smartfit sizing both here in the store and in our e-commerce.

How do you combine e-commerce and in-store sizing?

Thorin: If customers aren't sure exactly what frame size they need, they come to our store, and we can guide them through the online sizing process and enter their data. Customers often order a bike online and pick it up in the store. The bike is then fitted to the customer's specific measurements. If we already have the customer's data from the online sizing widget (or the customer has already been measured), we can adjust the bike to the customer's specific needs. We can even customize a bike ordered online before shipping it to the customer. The customer can then unpack it from the box, and it fits immediately.

What (measurable) advantages do the Smartfit sizing systems offer you?

Thorin: I don't know exactly whether it's actually measurable, because we've been working with Smartfit since the beginning, but we very rarely have returns due to incorrect sizes. In the store itself, we have a bike that's returned about once a year because it's the wrong size. But what definitely plays a big role is the trust the customer gains in us through the size measurement. Customers usually visit several bike shops before making a purchase. They buy from the one they feel they're best looked after and receive the best advice. Customers often tell us that their previous bikes didn't fit. It's a huge benefit for them to know that we, as salespeople, aren't just trying to sell them anything, but that the bike is a perfect fit for them. And if we provide good advice and incorporate the sizing systems into the consultation, we can even get customers who "actually just wanted to take a look" to close the deal because they trust us.

How often do you train your employees to ensure your advice remains at a high level?

Thorin: New employees are of course trained directly, and those already trained pass on their knowledge to them. Of course, it's a bit like a game of "Chinese whispers," where more and more gets lost. That's why we usually hold a training session at Smartfit on-site every fall, and together we look at where we can improve.

What advantages do you see for your employees in having such a sizing system?

Thorin: Determining the size is sometimes not that easy. In other bike shops, the saddle height is roughly adjusted and the customer is sent to the shop for a test ride, only to have to be readjusted three times or the bike ultimately doesn't fit. Then they get the next size, adjust it, and try it out three times. That's wasted time, inefficient, and just as unsatisfactory for the customer. The Smartfit sizing systems are a huge time saver for our employees, and they can adjust the bike much more precisely. This, in turn, makes customers happy and contributes to our reputation.

Thorin, thank you for the conversation and your insights.