Diamondback launches direct-to-consumer platform

Brand to offer aggressive pricing structure for premium bikes

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Diamondback launches direct-to-consumer platform

The Podium Disc road bike will be available with a Shimano Ultegra Di2 build and carbon HED wheels for as low as $3,700.

Add Diamondback Bicycles to the list of bike makers selling directly to consumers. This week the iconic brand introduced a consumer direct purchasing program. Over two years in development, Diamondback says the platform includes a user-friendly web interface with bike customization options and online support, combined with direct shipping, easy-to-assemble bikes, and convenient mobile service options.

The centerpiece of Diamondback’s new consumer direct program is ReadyRide. New Diamondback bikes priced over $450 will be shipped direct to consumers 95 percent assembled. No experience is necessary for the final bike assembly, which typically takes less than 10 minutes to complete. The Diamondback website features “how-to” videos to assist in the assembly with expert mechanics available to answer questions via the site’s live chat feature.

“We completely overhauled our manufacturing, assembly and shipping process to create ReadyRide,” said Steve Westover, vice president of marketing for Diamondback. “While it typically takes a skilled bike mechanic over two hours to build a bike in a shop, Diamondback customers can now build their bikes within minutes. It eliminates a huge hurdle in the selling process and dramatically improves the overall online bike buying experience.”

Diamondback launches direct-to-consumer platform

The Serios TT bike will be part of the new Custom Studio program, an online bike customization tool that allows customers to choose their bike’s components, colors and accessories.

Diamondback has also partnered with Beeline Bikes mobile bike service. After purchasing a bike at Diamondback.com, customers can choose Beeline as a fulfillment option then select the exact time and place for a completely assembled, new bike to be delivered directly to their home or business.

Diamondback’s new direct sales program has also helped the brand adopt an aggressive pricing strategy for its performance road and triathlon product with pricing at 30-40% below comparable retail.

“Our new Podium Disc frames, the same one ridden by national champions like Brad Huff, will be available with a Shimano Ultegra Di2 build and carbon HED wheels for as low as $3,700,” said Westover.

Diamondback launches direct-to-consumer platform

Even the wild-looking Andean time trial machine can now be ordered consumer direct.

In addition to ReadyRide, Diamondback also recently introduced its Custom Studio program, an online bike customization tool. The interface allows customers to choose their bike’s components, colors and accessories. Then, each bike is hand-assembled in the brand’s Seattle headquarters by experienced mechanics and shipped in a custom box. Final assembly is quick and easy for customers. Currently available for the brand’s Serios and new Andean triathlon bikes, Custom Studio will soon expand to include Diamondback’s Podium road racing bikes and other high end models.

For more info visit www.diamondback.com.

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