LAUF CYCLING - FROM TRADITIONAL TO A DIRECT STRATEGY
Lauf Cycling is a small company that produces Icelandic bikes and suspension forks.
The company recently announced a shift in their business model, from one that was traditionally distributor-supported, to go direct to consumer.
Moving direct gives Lauf the opportunity o bring consumers the best price possible, but more importantly will allow them to better communicate with customers through their purchasing process.
In addition, they are providing all customers with video call slots with their team, to discuss bikes and ask questions. This remote customer service initiative, paired with their shift away from traditional selling methods, will help Lauf achieve their goal of becoming a part of the cycling community.
BRANDS IN FOCUS
Totem has been steadily following the direct-to-consumer space and we have been taking a look at what strategies brands and companies are taking on. Especially during COVID, many DTC companies have discovered unique approaches to reaching and engaging with customers. Here is one example of a successful approach adopted by a DTC brand.
