ST. PAUL, Minn. (BRAIN) — Retailer Bob Sumada was proud to report that not only had he not hung any more bikes from his store’s ceiling, he had also taken most of the empty hooks down. By the end of winter, he said, the rest of the “ceiling bikes” would be gone.
Sumada was the recipient of Bicycle Retailer’s inaugural Retail Remodel Project, and his store, Now Bikes and Fitness, received a face-lift in late April. Retail design gurus Holly Wiese and Andy Davis of 3 Dots Design and merchandising consultant Mercedes Ross of Merchandising Werx helped Sumada “un-cave” Now Bikes by adding more bike displays and getting bikes off the ceiling and onto racks on the floor.
The team also used paint and new wall treatments to modernize the front of the store, and brought in new fixtures and repurposed existing ones to better display Now’s plethora of apparel and accessories. A new wall was constructed 4 feet off of an existing wall to provide much-needed storage and an attractive way to merchandise shoes and helmets. Signage was placed throughout the store to guide customers, and traffic flow was improved by creative fixture placement.
3 Dots and Ross worked with Now Bikes’ staff and manager Rich Sherman to provide merchandising tips and tricks they could continue to use once the design was complete. They also shared ideas for future remodel projects throughout the store, along with ways to streamline inventory management.
As part of the project, retail consultant Gregg Frederick of G3 Development Group is helping Sumada and Sherman track how the improvements are impacting sales.
Four months later, Now’s sales have not only increased, but both staff and customers are energized by the changes. “Everything is brighter and more accessible. It just opened up the store and it makes more sense now,” said Sumada, who has co-owned Now Bikes and Fitness since 1978. “I think we’re up because of our staff and what we’re up to, and because of what you guys did, too.”
Sumada will join 3 Dots Design and Merchandising Werx to cover the Retail Remodel in depth as part of the NBDA Super Seminars series at Interbike on Wednesday, Sept. 16, at 4 p.m.
Bicycle Retailer is now accepting applications for round two of the Retail Remodel Project, slated to be completed in late winter. The deadline to apply is Sept. 25. To apply, visit goo.gl/forms/IgC7r3zc1S.
