Working With HeadCount, Cycle Gear Bucks Harsh Industry Trends, Finds Success Using Data Largely Ignored By Retail Chains

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HeadCount’s Traffic & Conversion Program helps Cycle Gear drive revenue, improve bottom line and shift to ‘conversion culture’

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When I speak to my Board of Directors I can now tell them that we are doing the right things. Our results show it

Despite tough headlines for many of the industry’s biggest retailers, HeadCount and Cycle Gear are demonstrating what’s possible. Cycle Gear, a specialty retailer of motorcycle parts and apparel, increased quarter-over-quarter comp sales across its 140 store locations in 38 states while keeping wage budgets in line.

Just five months after launching HeadCount Corporation's traffic & conversion program, Cycle Gear improved company revenue and bottom line. By the end of 2017, they reported their best Black Friday to date. HeadCount’s program included analytics, reporting, and coaching all designed to optimize conversion rates in Cycle Gear stores using existing traffic.

“When I speak to my Board of Directors I can now tell them that we are doing the right things. Our results show it,“ says Rodger O’Keefe, Vice-President of Store Operations for Cycle Gear. “After just a few short months, we were already seeing it as a great investment, yet we are still in the infancy stage of understanding the true potential of HeadCount and are still growing with the program,” he says.

A critical shift in culture throughout the field team is what will solidify the program as a long-term solution and not a short-term fix. The shift is focusing on what store managers can control instead of worrying about traffic.

“The traffic conversation is gone. It’s refreshing,” says O’Keefe. “Now the team has very poignant conversations about how they can fix conversion,” he says. “I want the team to have as much data as possible for their ‘four walls’. It’s not about finger-wagging, it’s about how we can make it better,” he says.

Cycle Gear’s proactive response to a tough market is not typical. “In an industry plagued by indecision and distraction, Cycle Gear is bucking the trend,” says Mark Ryski, Author, CEO & Founder of HeadCount Corporation. “Retail organizations slow to respond to challenges are really suffering – we see that daily in the headlines. But Cycle Gear is different. Executives were open to looking at their existing data with a critical eye and moving quickly to provide their field teams what they need to be successful,” says Ryski.

In a new case study, O’Keefe shares an ‘inside retail’ perspective on driving conversion using simple traffic data and shares insights on the program including:

●    How Cycle Gear’s traffic data is solving problems, not just measuring results
●    The importance of 'Controlling Your Four Walls'
●    A critical shift in Cycle Gear’s staff scheduling approach
●    How a two-minute ‘every day’ habit is helping drive their business forward
●    Field managers perspective on why they are so highly engaged

Click here to download the complete case study: ‘Cycle Gear – Finds a new gear with their Traffic & Conversion Program’.

About HeadCount:
HeadCount Corporation is the leading authority on the use and application of traffic and conversion data to drive results in brick-and-mortar retail. Mark Ryski, CEO & Founder of HeadCount is the author of ‘Conversion: The Last Great Retail Metric’ and ‘When Retail Customers Count’. http://www.headcount.com

About Cycle Gear:
Cycle Gear is a specialty retailer of motorcycle parts and apparel with 140 stores located in 38 states. Staffed by a team of motorcycle enthusiasts, Cycle Gear provides motorcyclists with the gear that they need to better enjoy life on two wheels. http://www.cyclegear.com

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Katie Wagner
Remark Media Relations
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