Brixton Cycles – how to build on your community
Brixton Cycles, is a one-off. A workers co-operative at the heart of SW9 that sells and fixes all kinds of bikes from commuter, to racing to mountain bikes. If you are part of the biking fraternity its a destination in its own right and celebrated its 25th birthday a few years back.
There were several things BC wanted to do
1. Keep their much loved customers up to date with all they were doing
2. Grow their community, be part of their community and introduce more people to cycling
3. Make sure that they were selling, stocking and buying the right kind of kit and bike gear
What we suggested:
Brixton Cycles has an irreverent, slightly anarchic take on life which is instantly recognisable in their branded clothing. To grow their community and engage with them better, we recommended a bit of crowd sourcing- asking their customers what designs they would like to see fronting next season’s cycling gear. We also suggested that the Brixton Cycles staff wear the merchandise while working on the shop floor or fixing bikes to help identify them to customers, and make it easier for people to know who to ask for advice and help in store.
Know Your Customer
We also suggested that Brixton Cycles establishing a database of customers and create a facebook page in order to send out email/newsletter bulletins and also post status updates letting people know about promos, events, sales and anything else the Brixton Cycles is getting involved with.
Taking it To The People
We wanted people to register that Brixton Cycles is really part of their community and something that is unique. So we suggested setting up a chalk A board outside and use it as a megaphone/ means of sharing and writing down the staff’s witty, irreverent and politically flavoured thinking. This was a way of taking the shop’s attitude out on the street and also creating something of a local talking point for the neighbourhood as well as putting a smile on the face of all those commuters cycling past everyday. We also thought it might be nice to make what ever was on the board that day the shop’s facebook status to keep all the Brixton Cycles community- local and virtual- in the loop.
Keeping Track of Sales
With a secret sale coming up for their valued customers, we recommended that Brixton Cycles pay close attention to every item rung up on the till that day- which brands and labels were the most popular and what price points proved to be the most popular with the shops loyal fan base. Gaining this information would help them stock exactly what people wanted to buy and ensure faster through flow of goods and even happier customers.