This is how Shimano ensures short communication lines to 28 countries
Hi Mickael, Shimano does not have its own shops, but works with independent retailers. How does that work?
“The Shimano Service Centres are located in the centre of the country, and they are the only places where consumers can buy Shimano parts for their bikes or have them serviced. The owners of these Service Centers are indeed independent entrepreneurs, not franchisees of Shimano. Of course, as a brand we want to create a homogeneous and recognizable look-and-feel at all Service Centers. We also support the retailers in this. We do this by developing retail concepts and conducting audits. We also provide training to the employees of the Service Centres. In this way, we ensure that maintenance is carried out at the highest level everywhere. As a consumer, you know exactly what you can expect when you walk into a recognised Shimano Service Centre.”
Does Shimano do a lot of innovation?
“Besides innovation in our products and materials, we are also constantly looking at how to improve our service. We research what works best in the market and, together with retailers, look at how we can improve our service. We provide them with all kinds of tools and knowledge, but vice versa we also learn from them. For example, one Shimano retailer in France seals the saddle and handlebars directly with plastic when a bike is brought in for servicing. That way, he ensures that the bike mechanics’ dirty working hands do not stain them during maintenance. Such a simple solution, but so well thought out! It’s details like these that take your service to the next level.”