{"id":32918,"date":"2019-04-26T14:30:32","date_gmt":"2019-04-26T14:30:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/le-velo-electrique-intelligent-cowboy-ouvre-un-flagship-store-a-bruxelles\/"},"modified":"2019-04-26T14:30:32","modified_gmt":"2019-04-26T14:30:32","slug":"le-velo-electrique-intelligent-cowboy-ouvre-un-flagship-store-a-bruxelles","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/le-velo-electrique-intelligent-cowboy-ouvre-un-flagship-store-a-bruxelles\/","title":{"rendered":"La marque de v\u00e9los \u00e9lectriques intelligents Cowboy ouvre un flagship store \u00e0 Bruxelles"},"content":{"rendered":"<p>La start-up belge <strong>Cowboy <\/strong>veut conqu\u00e9rir l\u2019Europe avec son v\u00e9lo design connect\u00e9. L\u2019ouverture d\u2019un premier showroom \u00e0 Bruxelles marque le coup d\u2019envoi de l\u2019expansion internationale : \u00e0 commencer par les Pays-Bas, la France et l\u2019Allemagne.<\/p>\n<p><!--break--><\/p>\n<h2>\nLarge groupe-cible<\/h2>\n<p>\u00ab Notre ambition est d\u2019am\u00e9liorer la mobilit\u00e9 urbaine. Nous fabriquons des v\u00e9los connect\u00e9s sensationnels pour un public citadin \u00e0 la recherche d\u2019un moyen de transport efficace et durable \u00bb, explique le co-fondateur et CEO Adrien Roose. \u00ab Les s\u00e9niors ont \u00e9t\u00e9 les premiers \u00e0 adopter le v\u00e9lo \u00e9lectrique, mais selon nous le groupe-cible est bien plus large. Jusqu\u2019\u00e0 pr\u00e9sent la plupart de nos acheteurs sont des citadins \u00e2g\u00e9s de 30 \u00e0 50 ans, qui aiment le design et souhaitent \u00e9chapper aux contraintes et au stress des trajets quotidiens domicile-travail. \u00bb Ce v\u00e9lo connect\u00e9 s\u2019appuie sur une app pour smartphone, ce qui ouvre des possibilit\u00e9s au niveau de la g\u00e9olocalisation, la s\u00e9curit\u00e9 et les statistiques. Si un probl\u00e8me survient, une fonction chat garantit une r\u00e9ponse end\u00e9ans les deux minutes.<\/p>\n<p>\nLe prix de 1990 euros est comp\u00e9titif compar\u00e9 aux mod\u00e8les haut de gamme plus classiques, et ce gr\u00e2ce \u00e0 un business model qui \u00e9limine les interm\u00e9diaires. Il y a un an Cowboy a d\u00e9marr\u00e9 selon un mod\u00e8le \u2018direct to consumer\u2019 : \u00ab Nous vendons nos v\u00e9los uniquement en ligne, via cowboy.com. N\u00e9anmoins nous pensons qu\u2019il faut une pr\u00e9sence physique pour gagner la confiance des gens et pour leur permettre de tester le v\u00e9lo \u00bb, explique Roose. \u00ab En 2018 nous avons test\u00e9 des pop-up shops \u00e0 Bruxelles et Anvers. En outre nous d\u00e9veloppons un r\u00e9seau d\u2019ambassadeurs : ils viennent chez vous sur rendez-vous avec le v\u00e9lo. Un acheteur sur deux ach\u00e8te imm\u00e9diatement online, l\u2019autre moiti\u00e9 effectue d\u2019abord un parcours d\u2019essai. \u00bb<\/p>\n<h2>\nAvec piste d\u2019essai<\/h2>\n<p>Toutefois les pop-ups se sont av\u00e9r\u00e9s trop exigus pour pr\u00e9senter l\u2019exp\u00e9rience Cowboy dans son ensemble : les clients pouvaient y admirer le v\u00e9lo sur un display, mais la marque cherche avant tout \u00e0 mettre en selle le plus possible de candidats-acheteurs. \u00ab Un consommateur sur cinq ayant test\u00e9 le v\u00e9lo, finit par l\u2019acheter. \u00bb C\u2019est pourquoi la start-up investit dans de grands magasins \u2018Saloon\u2019, misant sur l\u2019exp\u00e9rience et le service. \u00ab Un peu comme les magasins Nike. Nous cr\u00e9ons une atmosph\u00e8re dynamique avec des n\u00e9ons, un coin caf\u00e9 avec des fauteuils, une longue table avec des iPads et surtout une piste d\u2019au moins 25 m\u00e8tres pour tester le v\u00e9lo. \u00bb<\/p>\n<p>\nLe premier showroom, situ\u00e9 au canal de Bruxelles, propose un parcours avec une forte pente, id\u00e9ale pour ressentir la puissance de l\u2019assistance \u00e9lectrique. \u00ab Nous avons besoin d\u2019un grand espace, ce\u00a0 qui est difficile \u00e0 trouver en centre-ville. Ici nous avons de la chance, nous sommes proches du centre et en m\u00eame temps nous avons 700 m\u00b2 \u00e0 notre disposition. Cela reste pour l\u2019instant un projet pilote : nous recherchons un juste \u00e9quilibre entre l\u2019exp\u00e9rience de marque et la rentabilit\u00e9. \u00bb<\/p>\n<h2>\nExpansion vers l\u2019\u00e9tranger<\/h2>\n<p>Jusqu\u2019\u00e0 pr\u00e9sent Cowboy a vendu plus de 1.000 v\u00e9los, mais cette ann\u00e9e la start-up entend atteindre la barre des 10.000 v\u00e9los, en partie par le biais d\u2019une expansion vers l\u2019\u00e9tranger. \u00ab Nous lan\u00e7ons Cowboy online aux\u00a0 Pays-Bas, en Allemagne et en France. Dans une vingtaine de villes europ\u00e9ennes les consommateurs peuvent d\u00e9j\u00e0 fixer un rendez-vous avec un ambassadeur afin d\u2019effectuer un parcours d\u2019essai. D\u2019ici la fin de l\u2019ann\u00e9e nous visons une cinquantaine de ville. Nous projetons d\u2019ouvrir des Cowboy Saloons \u00e0 Amsterdam, Paris et Berlin. \u00bb<\/p>\n<p>\nPour l\u2019instant l\u2019entreprise s\u2019en tient \u00e0 l\u2019approche de Henry Ford : un seul mod\u00e8le, disponible dans chaque couleur pourvu que ce soit noir. \u00ab Nous sommes une jeune start-up. Nous avons donc voulu d\u2019abord nous concentrer sur la qualit\u00e9 de notre produit. Un mod\u00e8le pour homme se pr\u00eate davantage \u00e0 un design \u00e9pur\u00e9. Dans une prochaine phase nous allons d\u00e9velopper un mod\u00e8le plus inclusif, qui sera plus confortable pour les femmes. Aujourd\u2019hui elles repr\u00e9sentent environ 10% de notre client\u00e8le.\u201d La start-up bruxelloise lance d\u2019ores et d\u00e9j\u00e0 u nouveau mod\u00e8le 2019.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La start-up belge Cowboy veut conqu\u00e9rir l\u2019Europe avec son v\u00e9lo design connect\u00e9. L\u2019ouverture d\u2019un premier showroom \u00e0 Bruxelles marque le coup d\u2019envoi de l\u2019expansion internationale : \u00e0 commencer par les Pays-Bas, la France et l\u2019Allemagne. Large groupe-cible \u00ab Notre ambition est d\u2019am\u00e9liorer la mobilit\u00e9 urbaine. Nous fabriquons des v\u00e9los connect\u00e9s sensationnels pour un public citadin [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32915,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-32918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La marque de v\u00e9los \u00e9lectriques intelligents Cowboy ouvre un flagship store \u00e0 Bruxelles - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La start-up belge Cowboy veut conqu\u00e9rir l\u2019Europe avec son v\u00e9lo design connect\u00e9. 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