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How Gove Cycles increased sales from 150 to 55,000 with help from NBN

Ben Birchall
Industry Expert

Ben Birchall is a writer, broadcaster and content specialist

Ben Birchall
Industry Expert

Ben Birchall is a writer, broadcaster and content specialist

The National Broadband Network (NBN) is helping Arthur Shaw and his team at Gove Cycles get a Ballarat institution ready for the future.

Gove Cycles has been in its current location one kilometre north of the Ballarat CBD since the 1940s. In its early days, the shop was so small that Bill Gove stacked his bikes on bike racks in front of the store.

Chances are if you owned a bike in Ballarat, Bill Gove either built it or fixed it. Since buying the business in 2011, Arthur and Sharine Shaw have turned the beloved institution (that never had a computer or even cash register) into a thriving bike store and built the adjacent Bike Rack Café.

It’s technology – and since March 2015, the nbn™ – that has enabled it to grow. 

A close up image of a woman riding a bicycle.

Fast starters

The Shaws started out with limited technology and humble ambitions for the company. “When we started in the business we were on ADSL with a single business line, we started with the goal of maybe doing 150 coffees a week out of the bike shop to service cyclists after they’d finished their training rides. And we were on some antiquated, inflexible point of sale and accounting stuff,” says Arthur. That all changed very quickly when it became clear that there was high demand for a café, particularly in peak times. So very quickly, they moved to point of sale desktops, tablets and mobile handsets across various platforms, all enabled by the nbn™. “Now we’re doing around 55,000 coffees a year. So our original forecast sort of has exploded on the cafe side of things.”

Getting on the tech track

Apart from point of sale, Gove Cycles runs their entire ecosystem on nbn™-enabled tech. From accounting software to e-commerce and in-store streaming video to their communications strategy and even an ordering app that helps them get through the busy café periods.

“We’re very conscious of being able to introduce new technologies allowing our customers to place their order. And on the bike side of the business we’re also going to evolve. And it’s again, with nbn™ being the foundation that allows us to do this.”

So where is nbn™ taking Gove Cycles?

“Where we’re heading [in 2016] is to introduce an in-store touch screen and touch [tablets] where they can flick through catalogues and look at information themselves, without feeling pressured if we ask them if they need help,” says Arthur. 

Thinking different

This is particularly useful given their main cycle brand, Specialized has over 12,000 items available, which calls for some innovative thinking for their online hub.

“It seems to be a new style, a new approach within retail to allow people to use technology and interact privately before engaging the retailer.”

Now that the nbn™ is here, nothing is holding them back.

Things you need to know:

Telstra services on the nbn™ are not available in all areas or to all businesses, check your address availability. In areas serviced by the nbn™, Telstra may be required to connect services onto the nbn™. Once you are connected to nbn™ fibre, you won’t able to move to our copper network. Installation: Charges apply if the installation of nbn™ Co’s or Telstra’s equipment is non-standard or you require a professional installation. Our standard installation option includes standard-install and has minimum eligibility requirements. The nbn™ Co logo, nbn™ Co and nbn™ are trade marks of nbn™ Co Limited and are used under license from nbn™ Co Limited. The spectrum device and ™ and ® are trade marks and registered trade marks of Telstra Corporation Limited, ABN 33 051 775 556.

Looking to get your business on track with nbn™?

Read more about Telstra on nbn™ today. 

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