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Pedaling into E-commerce: Nora Arzoumanian’s Specialized Bicycle Components Journey

The Frictionless Experience

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Navigating the Cycling Culture

This chapter explores the learning curve of road biking, particularly the challenges new cyclists face with clip-in shoes and specialized equipment. It also examines the intricacies of influencer marketing in the cycling industry, detailing the shift from a broad network of micro-influencers to a focus on key partnerships. The discussion highlights the importance of understanding consumer behavior, balancing brand image, and measuring the effectiveness of marketing strategies.

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