🚴 For Peloton: More Is Like Better!
Peloton looks to Amazon and Dick’s to help drive sales.
The Big Idea: Availability.
Peloton’s move to sell their equipment on Amazon and at Dick’s is a wise move that will help the company reach more people.
The situation: Peloton was a pandemic hit.
Demand eventually outstripped supply, causing a lot of busted orders, canceled installations, and customer frustration.
Peloton’s correction: improving delivery, upping production, and driving to meet demand made sense in the short term.
The challenge: People began going back to gyms when gyms re-opened.
Putting Peloton in a bind because demand dropped, inventory rose, and the high levels of brand awareness didn’t equal sales.
Expanding distribution: For Peloton, this is a wise decision.
Why can this work?
High brand awareness will drive people to check out Peloton’s products when they hit Amazon and Dick’s.
Availability in stores enables people to see the devices in action: testing and touching.
Using Amazon and Dick’s helps open up the brand to different segments. Long-term success will be driven by opening up new market segments to Peloton’s equipment, apparel, and classes.
Going deeper: