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How Gove Cycles boosted sales tenfold with help from the nbn™ network.

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 nbn network is helping Arthur Shaw and his team at Gove Cycles keep a Ballarat institution rolling into 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 network– 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 network “Now we’re doing around 55,000 coffees a year. So our original forecast sort of has exploded on the café 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 the uptake of ordering apps that help them get through the busy café periods.

“We’ve seen massive changed in the way people are purchasing coffee,” says Arthur.

“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 evolving. And it’s again, with the nbn network being the foundation that allows us to do this.”

So where is the nbn network taking Gove Cycles?

“One of our main brands, Ridley, allows fully customised bicycles built to the customer’s requirements. And that’s all done online by the individual at home or with us with our tech in store. This gives a true one-on-one discussion with the customer and there’s a better buy-in because they are getting the exact bike they want,” says Arthur.

Thinking different

This interactive digital approach is particularly useful given the rapid changes to retail as technological progress surges rapidly ahead.

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

This method has other benefits, too. “Generally, this way doesn’t involve any discounting because the customer is making the choices on the bike build in-line with their budget. The customer is happy to pay because they are getting exactly what they want.”

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

Things you need to know:

Telstra services on the nbn™ network are not available to all areas, premises or customers. Once you take up a service on the nbn you can’t move back to Telstra services on the existing copper network. nbn™, nbn co and other nbn™ logos and brands are trademarks of nbn co limited and used under license. ® are registered trademarks and ™ are trademarks of Telstra Corporation Limited, ABN 33 051 775 556    

Originally published January 26th 2016. Updated January 30th 2019    

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