113. The D2C Shift in Cycling with Luis Torres

Welcome to another episode of Mastering E-commerce Marketing! Today, our host Eitan Koter interview Luis Torres. Luis is currently leading the operational side of e-commerce at Specialized, a company renowned for its high-quality bicycles and components. He’s based in the Netherlands but started his professional journey in Mexico, where he played a key role in launching e-commerce for Specialized across Latin America.

In our conversation, we’ll explore how Luis transitioned from working in manufacturing to the cycling industry, the challenges he faced while launching e-commerce operations, and how the pandemic reshaped their logistics and delivery strategies. He’ll share some of the innovative approaches he has implemented to enhance customer experience, including various payment options and assembly processes for their bikes.

We’ll also touch on the competitive landscape of the cycling industry post-pandemic, how to navigate price wars, and the potential for future loyalty programs to keep customers engaged. Plus, Luis will share a fun personal story about his adventurous past in extreme sports and how that led him to a more relaxed approach with cycling today.

So, grab your headphones and join us for a great conversation about the intersection of passion, innovation, and business in the cycling world!

Website: https://www.vimmi.net

Email us: info@vimmi.net

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/

Talk to us on Social:

LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/

LinkedIn Vimmi: https://il.linkedin.com/company/vimmi

YouTube: https://www.youtube.com/@VimmiCommunications

Guest: Luis Torres, EMEA- Digital Commerce Operations Manager, Specialized Bicycles Components

LinkedIn: https://www.linkedin.com/in/tmgerardo/

Watch the full Youtube video here:

https://youtu.be/v0MllNYt1oU

Takeaways:

• Specialized launched e-commerce in multiple regions, starting with the US, and expanded to other markets like Mexico.
• The operational side of e-commerce involves setting up digital infrastructure, managing warehouses and logistics, and building relationships with stores.
• Specialized offers two delivery methods: ship to home and pickup in store. The bikes are pre-assembled and require minimal assembly by the customer.
• The bike industry is highly competitive, with price wars and a focus on customer satisfaction.
• Luis Torres has had over 12 bone fractures from participating in extreme sports, but now enjoys a more relaxed approach to cycling and plays golf.

Chapters:

00:00 Introduction and Background

13:49 The Launch of E-commerce at Specialized

19:15 Managing the Operational Side of E-commerce

25:29 Payment Solutions and Delivery Processes

30:28 Market Competition in the Bike Industry

33:00 From Extreme Sports to Golf: Luis Torres' Journey