Data is the key to efficiency and market transparency
Many companies within the bike sector are struggling with similar challenges, namely the lack of a uniform and structured basis for their data, which is essential for efficient data management and the implementation of automation processes. Without a solid foundation, it’s not possible to fully exploit either internal and external technologies or partnerships, and this can then act as a considerable brake on digital progress. However, a clean and well-organized database would not only be able to facilitate cross-market processes but also provide valuable market insights. For instance, it would be possible to evaluate sales data by location to determine where there is a particular demand for certain bike categories. Transparency such as this would help producers and retailers to tailor their ranges more accurately, increasing both efficiency and sales opportunities.
A standardized database would also have the advantage of providing not only company-specific information but also knowledge across the whole sector. Producers would be able to control their production capacities more efficiently, retailers would be able to offer a more targeted response to demand, and the entire sector could profit from greater precision with market analyses. Nevertheless, to date there have not been any uniform or fully integrated systems to enable this comprehensive exploitation of data. A first step, therefore, would be to unify existing data structure and facilitate the exchange between companies.
“Data management often fails to receive priority, either because there is no dedicated team or no responsible personnel. It functions only until it ceases to do so – and then it’s too late.” – CEO & Co-founder of NOCA mobility, Anna Buchmann
Process chain 1: Producers – efficiency and transparency through digitalization
Manufacturers face the challenge of organizing their production and storage processes more efficiently. Digital systems offer tremendous potential here as a way of detecting bottlenecks at an early stage, optimizing processes and increasing transparency along the entire value-added chain. Automation of stock monitoring and management as well as the use of AI-assisted forecasting tools play a key role here. Platforms such as NOCA mobility offer manufacturers opportunities to reduce surplus stocks and optimize processes using real-time data. Supplementing solutions such as this are specialized tools such as the Campudus PIM system which provides standardized data formats that can be used in all processes from production through to sales. The advantages are plain to see: planning efficiency, transparency and a significant reduction of errors in stock management.
Process chain 2: Communication in production – connected systems
The aim of digitalization in production is to connect machines and IT systems in a better way, making processes more flexible and efficient. The Internet of Things (IoT) plays a crucial role here in enabling real-time data exchange between production lines and IT systems. Solutions such as Veloconnect or Velo.API offer practically oriented approaches to this issue. While Veloconnect uses standardized interfaces that automate the exchange of product and ordering data, Velo.API is responsible for the real-time synchronization of production and stock data. The benefits are many and varied: errors are reduced, decisions can be taken more quickly, and production as a whole becomes more efficient. Above all, these technologies have proven their worth in highly automated environments but are also becoming increasingly accessible for smaller companies.
Process chain 3: Communication with the dealer – data management as the basis
Digitalization has also fundamentally changed the relationship between manufacturers and dealers. At the centre of this relationship are the provision of consistent product data and the automation of ordering and delivery processes. Platforms such as Bidex and VeloPIM show what modern data management can look like. Bidex synchronizes product data such as descriptions and prices in real time, while VeloPIM enables data to be managed in a uniform way and then efficiently forwarded to various distribution channels. These solutions not only save time but also reduce errors and misunderstanding. Automated reordering and the integration of marketing campaigns also considerably ease the cooperation between manufacturers and dealers. Technologies such as these offer considerable benefits, particularly for dealers with a large product range, while smaller enterprises are still working on the implementation.
Process chain 4: Communication with the end user – personalizing the customer experience
Direct contact with the end user is another area that digital technologies can improve substantially and one which offers numerous approaches to reinforce customer loyalty and personalize the purchasing experience. This is where platforms such as socialPALS, BikeExchange and specialized smart bike apps play an important role.
“Marketing campaigns that we present via socialPALS are one component of our dealer support. More than 200 dealers have linked their social media channels to this, which enables us to present individualized content directly with the dealer as originator.” Katharina Handwerker, Head of Trade Marketing at Deuter
To sum up
A robust and uniform database is the foundation for successful digitalization in the bicycle industry. It not only enables automation and more efficient processes, but also enables market transparency and data-based decisions. The challenge now lies in closing these digital gaps and creating a connected, data-driven sector capable of remaining competitive in the long run.