Market Data Service
Welcome to the Bicycle Association's Market Data Service, powered by Sports Marketing Surveys Inc (SMS).
A real first for the cycling industry, the Market Data Service provides game-changing retail sales market insights for the specialist and generalist sales channels. Covering over 50% of the market, the Service has now launched, including full data for 2018 and 2019 from participating retailers.
This gives our members access to real, monthly sales data across bikes, parts, accessories, and services; data which can be cut and diced in our dashboard in thousands of ways: by category, channel, price-point, brand, product, even by region to give your business the insight you need to drive performance, stay competitive, and boost your bottom line.
It also gives us, as the industry’s national trade body, powerful data to help influence Government for policies which support market growth. The service is run not-for-profit by the Bicycle Association for the benefit of the UK cycling industry.
Market Data Service
Key facts about the service:
- There is a free-to-access login for IBDs willing to anonymously contribute their data. IBDs don't even have to be BA members.
- For retailers, brands and distributors who want more granular reporting, and are prepared to join the BA, there is also a paid-for premium service that provides granularity down to product and regional level.
- Sales and stock data is collected at SKU level automatically from retailers' EPOS systems without any need for manual intervention. No-one can see an individual stores data (except SMS).
- SMS already works directly with the following till providers to collect data; Abacus, Ascend, Citrus Lime, Cybertill and Seanic. SMS may also be able to create bespoke connections with other till systems otherwise there is a manual submission route which means ALL retailers are able to take part.
- Historic data goes back to January 2018, giving you a two-year trend, and it’s updated monthly. Depending on access level, reports can be viewed either as all-on-a-page static tables or as tailored views that can be configured within the dynamic on-line dashboard.
- All sales data is collected at Actual Selling price and reflects sales to consumers only. No brand or wholesaler sell-in or profitability data is included.
- Over 50% of the UK cycle market is included (by turnover) and the BA is aiming for 70% coverage within the first 12 months
- SMS collates and categorises cycling transactions passing through the tills of High Street generalist multiples, online cycling specialists, regional multiples and circa 250 independent bicycle dealers (IBD)s. Specialist and Generalist retailers are split, giving each a relevant series of metrics to chart, as well as a total market overview.
- Subscribers are able to benchmark their own performance vs the segment they operate in and the market with clear areas of under and over-performance identifiable. This will generate robust and granular insights with which more profitable decisions can be made. .
Subscription to the service is only available to cycling businesses selling within the UK and is not for sharing within the public domain without the express permission of the BA.
Government, academic, media and any other organisations can make individual data requests by clicking here.
Please see below for access level detail and pricing:
1. IBD View
IBDs who provide their data can create a free “IBD” login and access reports by clicking here. Your login includes customised “my business vs the IBD sector” views, so submitting your data is critical to giving you that personalised view.
2. Supplier Premium Views
(Gold, Silver, Bronze, charges apply)
Brands, suppliers and wholesalers can enquire about or request premium access here. Prices start from £167 per month and are scaled depending on the size of your business, the level of information required and how long you wish to subscribe for. Gold, Silver & Bronze views are also open to stores who wish to pay for an upgraded view.
|Accessible to:||Retailers Only||Suppiers & Retailers|
|Market Totals with split by Category, Retailer Segment and Channel of Sale (By Month, Qtr, Year)||Market Summary Dashboard||✓||✓||✓||✓|
|My Business Vs the Market||Interactive Dashboard||✓||✓|
|My Business Vs My Segment (Generalist or Specialist)||Interactive Dashboard||✓||✓|
|My Business Vs The IBD Sector||Interactive Dashboard||✓|
|Category & Sub-Category – drill-down data||Interactive Dashboard||✓||✓||✓|
|Price Band||Interactive Dashboard||✓||✓||✓|
|Stock Cover||Interactive Dashboard||✓||✓||✓|
|Channels of Sale (Shops, Click&Collect, Online)||Interactive Dashboard||✓||✓|
|Products Best sellers (coming soon)||Interactive Dashboard||✓|
|Regional Split across 7 main UK areas||Excel Table||✓|
|Market & Segment Totals (By Month, Qtr, Year)||Excel Table||✓||✓||✓|
|Market in detail across: value sales, unit sales, average prices, stock value/units||Excel Table||✓||✓||✓|
|Channels of Sale||Excel Table||✓||✓||✓|
|Stock Cover||Excel Table||✓||✓||✓|
|My Business Vs My Segment Comparison (with under/over performance automatic highlighting)||Excel Table||✓||✓|
|Price Band||Excel Table||✓||✓|
|Products Best sellers (coming soon)||Excel Table||✓|
|SKU Count totals (coming soon)||Excel Table||✓|
|Regional Split across 7 main UK areas||Excel Table||✓|
BA MDS Reports
The Dashboard and downloadable Excel tables are also accompanied by regular PDF reports. Written by the BA's in-house team, in conjunction with SMS, these provide insight and guidance on the main findings within the data. All new subscribers get access to the existing reports. As of June 2020, these already include a 72 page analysis of 2018/19 market performance - click for contents list.
We've also published a special report on cycle purchasing during COVID-19 lockdown, Jan to April 2020. The "Lockdown Part 1" report details the Q1 pre-lockdown phase as well as sales during April 2020. A "Lockdown Part 2" report, detailing May 2020 sales, will be published shortly.
Meet some of our supporters
Click below to hear what some of our supporters are saying about the service.
UK General Manager, Trek Bicycle Corporation Ltd
Director, The Bicycle Chain (Owner of five IBDs in the South West)
Chief Frog, Frog Bikes
Director, Saddles & Paddles (Independent Bike Shop in Exeter)
Why we need Market Data
To become stronger
Overall, the cycling industry has enjoyed a sustained period of success in the past two decades, in spite of the lack of market insight. Reliable market data can help everybody raise their game and grow the market even more. Data helps businesses understand consumer buying patterns better, through benchmarking, right down to a granular level where it’s needed. Buying, Forecasting, Sales and Marketing teams can all make better informed decisions with data to hand. Understanding your performance versus the market is key to growing sales and improving your profitability.
To be influential
National and local government is coming to terms with three big concerns: congestion, pollution and obesity. Cycling is uniquely placed to tackle all three. Yet in comparison to the road and rail lobby, we’ve historically had little authority at the table. Although we are becoming more influential, we need to raise the bar, using good data and insight to make our case. The high quality, real-time insight offered by the Market Data Service can help us demonstrate the value of the cycling Industry to the economy. And ensure cycling is embedded in government transport policy.
The service currently has a wide range of leading retailers and IBDs contributing data, as well many of the biggest brands and distributors subscribing to the service. We really want to encourage as many stores as possible to take part by contributing their data and using the reporting service. The more participants contributing their data, the more accurate read of the market we will have and the more useful it will become.
The following bricks and mortar and on-line retailers all contribute data to the Service:
Plus ca. 250 independent bike shops (IBDs), with more joining each month.
We would also like to recognise the support of the following brands and distributors who have supported the development of the service in addition to the above:
Market Data Content and Uses
The Market Data Service contains detailed, structured information including all of the following:
- Total market trends
- Segment trends
- Channels of Sale
- Your business performance vs the average
- Average price points
- Growth sectors
- Brand Performance *
- Regional Splits *
- SKU Counts & Best Sellers *
- Stock Days Cover*
Retailers and suppliers alike can use the data flexibly to match their own business needs. For example, to inform about:
- Market Share
- Market Size/Potential
- Benchmarking vs Averages
- Range Planning
- Stock Planning
- Sales Team Targeting
- Investor Relations
Retailers and Suppliers can take a deeper look “under the hood” by downloading the User Manual here. Suppliers can also mail us to request a temporary access login so you can take a look around at how your specific brand(s) is performing in the market.
Exclusive Deals On Compatible Till Systems
Our aim is to work with all the EPOS till providers that our bike shop members use in order to enable the transfer of data and to develop the service in the future. If you are looking to install a new EPOS till system, we are delighted to offer the following BA exclusive deals from all our EPOS till partners, as follows:
Abacus is a well proven and popular cycle trade specific EPOS system backed by over 35 years of development. It includes data feeds from the major brands and offers a fully integrated e-commerce website, workshop and marketing software to improve stock turn and cashflow and help maximise profits.
Abacas is offering Bicycle Association partners the complete Abacus EPOS software suite, installation and training for half price, plus a 10% discount on all hardware.
Learn more at www.abacusonline.net
Ascend is a cycle specific retail management system designed specifically by Trek. Our 40 years in retail & manufacturing combined with Ascend only supporting bike shops gives us the advantage of understanding our industry better than any other system provider and with new releases every 3 months as a part of your subscription we can react fast to changes in our industry.
As part of our shared commitment to the Bicycle Association all members receive a third off their Licence Fee and three months free subscription. At Ascend we like to be as clear and transparent as possible so unless you’d like to buy some new computers you’ll find NO other hidden charges.
Learn more at www.ascendrms.com
Citrus-Lime are specialists in providing Retail Systems to the Cycling Industry with proven success for IBDs like you. Working with major suppliers in the industry to facilitate better relationships between Suppliers and Retailers, to improve customer service for the consumers.
Cloud POS is the only end-to-end retail solution available in the Cycling Industry. As well as Supplier Integration, we also cover, Workshop, Customer Rewards and Cloud Reports, designed to increase Achieved Margin, through efficient stock turn and weeks cover. We also offer a fully integrated Ecommerce platform, with the option of some Automatically Activated product from your top Brands. Would you like to launch an Ecommerce site, which automatically activates product for you?
We are working with the Bicycle Association to achieve their goals, and have a fantastic offer for their customers. *No HW, Training or Set Up Costs, with a Cloud POS License starting at £51p/month. Please give Grant or Marc T a call today to discuss on 01229 588628, email email@example.com or visit www.citruslime.com
Established in 2001, Seanic Retail has provided Cloud based EPOS software to bike stores. All our development has been customer led and bike store specific with seamless integration to i-bikeshop websites.
The system has all the functionality necessary for a bike shop including workshop and supplier product information. It is easy to use, intuitive and comes with 24/7 telephone support. We also offer a free 60 day trial to make sure the system works for you.
There is no setup or installation fee and no tie in contracts, just a monthly charge of £86 per month per store.
We offer BA members 25% discount on your first year's support.
Your initial monthly cost will be £64.50 plus VAT.
Call Sean on 01926 338932 or 07813 674018 for a chat or email firstname.lastname@example.org
One of the world’s first cloud-based EPoS and retail management platforms, Cybertill enables a real-time single view of stock, sales and customers to retailers across all touchpoints including integrated systems, branded and pop up retail shops, mobile point of sale, click and collect points, franchise stores, concessions, and e-commerce. Cybertill has over 700 general retail, charity, and visitor attractions customers that use its RetailStore and CharityStore platforms across over 7,500 locations globally. It is the leading cloud-based retail management software provider in Europe.
Cybertill is pleased to offer any Market Data Service retailer signing up a 10% discount.
Please go to www.cybertill.com to find out more, or make contact via email@example.com or call on 0800 030 4459 to find out more.
About Sports Marketing Surveys Inc (SMS)
The Bicycle Association's Market Data Service is managed under contract by Sports Marketing Surveys Inc (SMS). SMS is a specialist research agency with global reach and 35 years’ experience. SMS’ full range of quantitative and qualitative approaches provides comprehensive analysis in more than 100 sports and leisure activities. The resulting insight and strategic recommendations support some of the biggest brands, retailers, events, venues, federations and governing bodies around the globe to grow their business and get closer to the people who matter.
SMS operates the BA’s Market Data Service, as well as similar US programmes in tennis, running and surf / skate. SMS also regularly measures participation, consumer perceptions and the purchase process. In doing so it applies rigorous, modern research techniques and reporting methods designed to create actionable insights.
SMS is trusted by some of the most respected institutions in the world, including Wimbledon, The Open and the Olympic Games.
Please visit www.sportsmarketingsurveys.com or contact the team at firstname.lastname@example.org to learn more.
The market data service was designed by the BA, in conjunction with SMS, and reflects best-practice learnings from food and other sectors, uniquely tailored for the cycling industry.
How can I trust that my data will remain anonymous?
SMS Inc are an established, trusted and reliable service provider in the sports survey arena. No-one except SMS can see individual business’ raw data. No other business or store, nor the BA, can see your raw data. Data is cleaned and aggregated by SMS so that other companies only see averages and totals.
I don’t have a till in my shop so how can I take part?
You can either buy a till system using one of the BA exclusive deals or you can submit your data manually each month.
I’m a cycling business not currently in the UK or a potential investor and would like to access the service. How should I proceed?
Please click here to submit details of your request.
How do I join the market data service?
Please click here to open our sign-up form.
How long does it take to sign up?
Approximately 5 minutes.
I’ve got more questions. How do I speak to someone about market data?
Please click here to submit your query.
Sign Up Now
To sign up to the Market Data service - as either a data contributor or as a buyer - takes just minutes. Click below to fill out our sign-up form now and we'll be in touch ASAP to complete the process.Sign up now