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Electra Bicycle Co. boosts bike sales with mobile

March 9, 2010

Electra taps JHG, targets iPhone users

Electra taps JHG, targets iPhone users

Electra Bicycle Co. LLC has launched an application for Apple’s iPhone to engage consumers and drive bike sales.

The bicycle retailer tap JHG, a Southern California-based digital marketing agency, to develop a Digital Asset Management (DAM) system and an Electra Bicycle Co. iPhone application, now available in the Apple App as a free download.

“Electra wanted to build an iPhone application that would showcase the style and depth of the company’s brand as well as bring their expansive catalog to life,” said Jacob Shea, executive vice president of interactive and technology at JHG, San Diego, CA.

“Electra has a committed following of fans and riders who wouldn’t trade their bicycles for anything and who needs to keep the brand at their fingertips,” he said.

Electra Bicycle Co. is a recreational cycling retail brand in the Independent Bicycle Dealer Network, showcasing more than 200 models of Ticino, Townie, Amsterdam, Cruiser and children’s bikes.

Electra is headquartered in Vista, CA, with distribution in 27 countries worldwide.
The Electra “Way to Roll” is a movement that celebrates individuals around the globe who are taking action to make the world a better place through environmental conservation, social aid, education and artistic expression.

JHG is a digital marketing agency that helps businesses in consumer packaged goods, sports, entertainment and technology sectors to engage the public and drive revenues

JHG’s roster of clients includes Flo TV Inc., Volcom, Qualcomm, Barona Resort & Casino, National University System, Rogers Communications, Toshiba America Electronic Components, JVC U.S.A., Buzztime and Yahoo Sports.

App drives sales
JHG has spent the past few months with Electra, a leading brand in recreational cycling with distribution in 27 countries worldwide, to develop the robust iPhone application.

The application showcases all six Electra bicycle collections, provides downloadable wallpapers of Electra lifestyle imagery and lets users snap and upload their own photos to share with the entire Electra community.

The application also lets fans of Electra to send bikes to their friends and family and offers a built-in dealer locator, which connects users to the closest Electra dealer through the iPhone’s GPS technology, or alternatively by searching by city, state or ZIP code.

JHG’s focus is on creating robust interactive experiences with iPhone applications.

Understanding how to extend a brand’s presence into the mobile and online space is inherent in building a successful project, according to the agency.

While there is not a way to pay for products via the application yet, Electra and JHG are hoping to add the ability to purchase parts and accessories in the next version.

Adding international dealers is also planned for the next version.

Electra has already broadcast news of the application’s release across its Facebook and Twitter pages, and visitors to are met with a landing page detailing the features of the application and linking directly to the iTunes store for download.

In addition, Electra is conducting a public relations campaign focused on spreading awareness of the new application through various consumer and cycling-focused publications.

“JHG has helped to put Electra literally directly in the hands of its most enthusiastic salespeople, its fan base,” Mr. Shea said. “The Electra community is devoted to the brand, and its fans are always turning friends and family—and even the occasional stranger in a bike shop—into new customers with their enthusiasm for riding an Electra bike.

“The app allows fans to spread the love wherever they may be, especially by uploading photos of themselves with their bikes to be shared in the app’s community photo gallery,” he said.

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Dan Butcher is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach him at

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