When mountain bikers are on the hunt for a new ride, they tend to seek advice and info from their local bike shop, their friends, or from online reviews. MEC was low on the list, since they were seen as a retail 'generalist' rather than a specialist. Consequently, sales in their mountain bike category were down.
The solution was an integrated campaign that mostly focused on an insight that is crucial to engaging this audience when they're looking for their next bike: Access to knowledgeable staff. A variety of initiatives were developed in-store including the introduction of mountain bike specialists who were clearly identifiable and mountain bike ‘outposts’ that showcased the latest bikes and helped Identify the specialists. Online, quotes demonstrating specialist’s knowledge were featured on MEC.ca, in paid media, and in the MEC blog. Specialist know-how was also featured in a series of videos about maintenance and repair on the trail.
Results was a significant increase in mountain bike sales in-store and online, as well as a marked increase in engagement with MEC staff.