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004: BUSINESS INTELLIGENCE IN ACTION WITH WAYNE PATTERSON – HOW 99 BIKES GROWS BRAND & CATEGORY

By Posted 26 September 2017

This week we chat about consumer insight in action with Wayne Patterson, Marketing Manager of 99 Bikes – Australia’s biggest bike retailer. Wayne shares examples of how the marketing-driven business garners business intelligence and uses it to remain competitive in an industry that has traditionally been averse to ‘big box’ retailers. We also dig deeper into how the business aligns it’s sales and marketing objectives to grow both sales and the cycling category itself. Uncover the processes and platforms that allow 99 Bikes to keep an open line of communication with consumers over the long term, and encourage loyalty / evangelism amongst the cycling community.

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