AT GROUND LEVEL, EagleRider may look a little scattered, spreading into new ventures that stray well beyond motorcycle rental and travel.
But recent expansions make sense from an eagle’s-eye view.
Over the last couple years, EagleRider has branched into new territory – some would say territory traditionally addressed by local dealerships.
- The company added websites for used motorcycle sales in July 2012
- It created a parts and accessories site in July 2013
- It opened superstores in Los Angeles, Calif., and Orlando, Fla., offering used sales and some services, in late 2013, and
- It put its PG&A inventory on Amazon in November.
But it’s not out to steal the traditional dealer’s business, according to CEO Chris McIntyre. The new lines are part of a grand plan, McIntyre told Dealernews late last year, and the pieces will come together next month when EagleRider launches a redesigned website that connects all the dots.
Photos by Branimir Kvartuc
EagleRider may have raised some eyebrows when it announced it would start selling gear and accessories, but McIntyre it made sense to stock the products a customer needs for a journey at the stores where he or she picks up the rental. “In our showroom in L.A., there’s jackets, rain gear, a hundred helmets to choose from,” McIntyre said. “[Because] people forget their cameras, jackets, rain gear. It was just a natural.”
The new website takes it a step farther, offering customers the option to order items at the same time they plan their rental trips and receive the whole package when they arrive – similar to turnkey packages offered by ski and snowboard resorts.
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“When they pick up we can offer clothing, GoPro [cameras], GPS. All the stuff on the PG&A site is available in a box when they arrive,” McIntyre said.
It’s all part of enhancing the customer experience – and customer experience is something of an obsession with the CEO. “When I walk into one of our stores I want everything to be right,” he said. “The sound. The smell. The bikes that are on the floor fully equipped for touring. Is that a sales pitch? Of course it is. It has to be effortless to the customer experience.”
EagleRider adheres to a customer service philosophy similar to those of buying clubs like Costco. “We consider our customers to be exclusive members of a private club,” McIntyre said.
Club benefits range from turnkey rentals…to frozen treats.
“When people return a bike in Las Vegas, why do we give them an ice cream? Because it’s hot and they just returned the bike,” McIntyre said.