Artwork

Content provided by The Modern Retail Podcast. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by The Modern Retail Podcast or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ro.player.fm/legal.
Player FM - Aplicație Podcast
Treceți offline cu aplicația Player FM !

How Upway is introducing e-bikes to the U.S. market

32:48
 
Distribuie
 

Manage episode 453835654 series 1743309
Content provided by The Modern Retail Podcast. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by The Modern Retail Podcast or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ro.player.fm/legal.

E-bikes are becoming more popular in the U.S. and Upway is trying to capitalize on this demand.

The secondhand e-bike platform launched at the end of 2021 and has expanded beyond its Europe home into the United States in early 2023. The France-based company's model controls the entire supply chain -- buying used bikes directly from the source, inspecting them in its warehouses and then shipping to customers.

In Europe, Upway is available in France, Belgium, Germany and The Netherlands, but the U.S. is a major focus, said Toussaint Wattinne, the company's co-founder and CEO.

"Clearly, the e-bike market is not at the same maturity level in the U.S. versus Europe," he said on the Modern Retail Podcast. "As a European company, it was super important for us to actually make sure we were looking at the U.S. as a standalone and from a blank sheet of paper approach, rather than try to copy/paste what has worked in Europe."

This approach meant that Upway had to understand the needs of the U.S. e-bike shopper -- which differed from state to state. Some geographies buy e-bikes for more leisurely rides, others use them for urban commutes. And while delivery people on e-bikes may be widespread in major cities like New York, "in the U.S. today, couriers actually represent probably sub-15% if not sub-10% of that total volume," Wattinne said.

As a result, Upway has been focused on figuring out a unique marketing strategy that speaks to the U.S. market. The first task was gaining bottom-of-funnel awareness via channels like Google.

Now, the company is looking at other ways to grow its U.S. presence. This includes a new warehouse in Los Angeles. It also means the company can begin thinking about other types of brand marketing.

"As we grew and as we grew confident about understanding our audience," Wattinne said, "we were able to start going a little closer to the middle of the funnel."

  continue reading

469 episoade

Artwork
iconDistribuie
 
Manage episode 453835654 series 1743309
Content provided by The Modern Retail Podcast. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by The Modern Retail Podcast or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ro.player.fm/legal.

E-bikes are becoming more popular in the U.S. and Upway is trying to capitalize on this demand.

The secondhand e-bike platform launched at the end of 2021 and has expanded beyond its Europe home into the United States in early 2023. The France-based company's model controls the entire supply chain -- buying used bikes directly from the source, inspecting them in its warehouses and then shipping to customers.

In Europe, Upway is available in France, Belgium, Germany and The Netherlands, but the U.S. is a major focus, said Toussaint Wattinne, the company's co-founder and CEO.

"Clearly, the e-bike market is not at the same maturity level in the U.S. versus Europe," he said on the Modern Retail Podcast. "As a European company, it was super important for us to actually make sure we were looking at the U.S. as a standalone and from a blank sheet of paper approach, rather than try to copy/paste what has worked in Europe."

This approach meant that Upway had to understand the needs of the U.S. e-bike shopper -- which differed from state to state. Some geographies buy e-bikes for more leisurely rides, others use them for urban commutes. And while delivery people on e-bikes may be widespread in major cities like New York, "in the U.S. today, couriers actually represent probably sub-15% if not sub-10% of that total volume," Wattinne said.

As a result, Upway has been focused on figuring out a unique marketing strategy that speaks to the U.S. market. The first task was gaining bottom-of-funnel awareness via channels like Google.

Now, the company is looking at other ways to grow its U.S. presence. This includes a new warehouse in Los Angeles. It also means the company can begin thinking about other types of brand marketing.

"As we grew and as we grew confident about understanding our audience," Wattinne said, "we were able to start going a little closer to the middle of the funnel."

  continue reading

469 episoade

Toate episoadele

×
 
Loading …

Bun venit la Player FM!

Player FM scanează web-ul pentru podcast-uri de înaltă calitate pentru a vă putea bucura acum. Este cea mai bună aplicație pentru podcast și funcționează pe Android, iPhone și pe web. Înscrieți-vă pentru a sincroniza abonamentele pe toate dispozitivele.

 

Ghid rapid de referință

Listen to this show while you explore
Play