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Rutland Cycling appoints Springboard to monitor footfall and demographics across 14 stores.

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Our approach

Springboard is delighted to confirm its appointment by Rutland Cycling to provide its footfall, demographics and visitor intelligence services at their 14 stores. The aim of the partnership is for Rutland Cycling to have a better understanding of their customers and store performance.

Rutland Cycling started life as a bike hire and retail shop on the shore of Rutland Water in 1981. Nearly 40 years after its launch, and now run by the second generation of the founding family, Rutland Cycling’s vision is to inspire more people to own and ride bicycles.

Rutland Cycling’s bricks and mortar stores focus on lifestyle and experience, which has been key to their success over value and budget competitors. Rutland Cycling is disrupting the industry and quickly adapts to change with specialist stores dedicated to breakthrough e-bike technologies, and add-on services such as bike fit studios, café’s and indoor training demo centres.

 

“The fundamental challenge is to remain exciting, different and relevant in an era in which online is winning the battle for transactions and only the exceptional will win the battle for shopping.”

Sally Middlemiss, Ecommerce & Marketing Director, Rutland Cycling

 

They explain their customer as “Anyone who might want to cycle better, whatever that might mean to them, and we exist to help them realise their cycling goals.” Springboard’s store insights will help Rutland Cycling understand its visitors in more detail, from store behavioural patterns and demographic profiling to visitor numbers and national trends.

Rutland Cycling has had a rapid expansion of bricks and mortar growth, from four stores in 2015 to 14 stores in 2019, and they say store location is the key to their success. Data and insights provided by Springboard will enable Rutland Cycling to build ‘bike shops of the future’, creating large stores with exceptional interiors and depth of range relevant to their target audiences in their bricks and mortar locations. Online innovation and sales are competitive, but Rutland Cycling feels it is important for its customers to be able to visit bricks and mortar stores and deliver a great customer experience on the ground.

 

“As many retailers have found, traditional locations on the high street, in retail parks or shopping centres are usually not appropriate for Rutland Cycling. We need lots of space to deliver incredible brand stories, and ease of access, parking and adjacent food and leisure services are important to us.”

Sally Middlemiss, Ecommerce & Marketing Director, Rutland Cycling


Approximately 55% of Rutland Cycling’s business is in their bricks and mortar stores and the focus for their future is experience-led purchasing that not only excites their customers, but retains them too. Springboard’s data, insights and reporting provide Rutland Cycling with the intelligence they need to make key business decisions. In the words of Rutland Cycling “Retail isn’t dead, but boring retail is!”

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