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Norco Online sales? What about the dealer?

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Norco Online sales? What about the dealer?

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flag MRED-mtb
Posted: Jun 5, 2024 at 12:39 Quote
I nearly just purchased (impulsively) a new norco bike online with the option to ship to an approved dealer. I'm curious,,, does this screw the dealer, or do they get credit for the sale somehow still?

How does this work with a direct to consumer option vs buying in a shop?
flag rltw2-14
O+ FL
Posted: Jun 5, 2024 at 13:29 Quote
MRED-mtb wrote:
I nearly just purchased (impulsively) a new norco bike online with the option to ship to an approved dealer. I'm curious,,, does this screw the dealer, or do they get credit for the sale somehow still?

How does this work with a direct to consumer option vs buying in a shop?

This doesn't fall in line with the standard direct to consumer model since the bike has to ship to an authorized dealer for assembly. A shop who sells a bike from their floor would benefit by whatever margin they make on said bike, so ordering a bike from Norco and having it shipped to your local authorized dealer takes away that margin. That said, this method expands their inventory catalog so if your local shop doesn't have the model you're interested in you can still order it directly from Norco. Although this method isn't as beneficial for the shop, it's doesn't necessarily hurt them as it still drives foot traffic to their store. The customer who uses this method is also likely to use that shop for maintence which is usually a big revenue stream for bike shops.

I see it as a way for Norco to move more inventory and move it faster, which is important with the current climate of the bike industry.
flag MRED-mtb
Posted: Jun 5, 2024 at 16:53 Quote
ZSchnei wrote:
. A shop who sells a bike from their floor would benefit by whatever margin they make on said bike, so ordering a bike from Norco and having it shipped to your local authorized dealer takes away that margin. .

But the shop is still on the hook for building it, they must get some sort of credit, don't they?

I'm hoping for someone with an inside experience can elaborate this..
flag BenLow2019
Posted: Jun 6, 2024 at 9:13 Quote
MRED-mtb wrote:
I nearly just purchased (impulsively) a new norco bike online with the option to ship to an approved dealer. I'm curious,,, does this screw the dealer, or do they get credit for the sale somehow still?

How does this work with a direct to consumer option vs buying in a shop?

Not a dealer, but just thinking - would a business volunteer their service and put their faith in the notion that a bike buyer will become a repeat customer without any physical financial compensation whatsoever? It's very possible. The shop benefits by getting a new bike owner into their shop and that has great value:

Any traffic in the shop will benefit them - since the buyer will have to visit the shop to receive the bike then the shop is guaranteed to get a customer in the door.
Putting a new bike together only takes a few minutes. Meanwhile the shop can provide a good impression upon the buyer.
Since that customer may lack the skills and/or tools to assemble a bike themselves it's a pretty good chance that the same customer will have to use a bike shop in the future for services and repairs. And if the shop makes a good impression then that buyer is very likely to return. Also, while the customer is in the shop they may very well pick up a few necessities (multi tool, water bottle, helmet, pump, etc) so they can begin enjoying their new bike.

Seems like a win for the shop.
flag BenLow2019
Posted: Jun 6, 2024 at 9:18 Quote
After I wrote all of that I pondered a little. I'll bet Norco gives the shop a standard rate for assembling the bike. No way it's free service for Norco.
flag MRED-mtb
Posted: Mar 17, 2025 at 10:02 Quote
Soo... Did Norco kill off the online purchase program? Everything is 404 out found on their website
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