The analysis of online shopping data has driven the decision to choose Madrid to consolidate the company’s omni-channel concept
The 1,200 m2 store is 100% focused on cycling, which has involved an investment of 1.5 million euros
Deporvillage, the store specialising in cycling, running and outdoor sports that until now only sold online, leading its sector, opened its first physical store in Alcorcón (Madrid) on the 28th of April 2023.
The store has 1,200 m2 specialising in cycling, one of the categories where the company already has a long history and a strong know-how and is designed with a very experiential concept. Thus, in addition to having more than 1,000 items for sale, of which 191 are bicycles on display, the establishment is equipped with specialised services such as a workshop for bike tuning, bikefit services, which include biomechanical studies of the position on the bike for optimum performance and a tech beacon, a space to try out and test new proposals for rollers and different technologies in the world of cycling.
The store represents a strong commitment for the company, in which it has invested a million and a half euros and is aimed at deepening the knowledge of the user through personal contact in the store through its experts in personal attention that will advise customers but will also allow Deporvillage to learn how to offer a better service and explore the full potential of selling bikes.
The physical location of the store is based on the analysis of traffic and purchase data from the deporvillage e-commerce. So far this year, the online store has received 50% more visitors from Madrid than from Barcelona, where the company is originally from, and throughout 2022 Madrid was the number one region of origin for users.
In the near future, the company plans another opening in Granada, as Andalusia is the third most important region in terms of volume of visitors to its online store, which represents a shift in the company’s strategy to complete the omnichannel.
According to Amparo Cuerda, Co-CEO of Deporvillage “our focus continues to be on the development of our online business, specialising in cycling, running, trail and outdoor sports, where we are leaders, but internationalisation and enhancing the customer experience are also strategic pillars for us and we will continue to work on them throughout this year”.
“The challenge of a physical opening, when we are already leading the online sports segment, is a firm commitment to omnichannelling. Our challenge is to learn everything about the consumer and the physical store allows us to do this first hand” says José Pérez-Milá, Co-CEO of Deporvillage.