Online Inventory: Your Best Tool for Driving Foot Traffic

Retail is full of surprises — literally. A recent consumer study shows that 72% of Americans made an unplanned in-store purchase in the past month, despite being cautious about discretionary spending. The research highlights what many retailers already know: shoppers value the in-store experience, and when they step through your doors, there’s a strong chance they’ll spend more than they planned.

For bicycle retailers, this insight is huge. But here’s the catch: customers only make those unplanned purchases if they come into your store in the first place.

That’s where your website plays a critical role. Even if your focus is on in-store retail, showing accurate, up-to-date inventory on your website is the single best way to get people in the door.

Why Inventory Visibility Matters More Than Ever

The research makes clear that shoppers are:

• Motivated by immediate product availability (26% said this drives their impulse buys).
• Turned off when in-store prices feel high compared to online (price mismatch) (41%).
• Still eager for the in-store experience —95% of people said it’s worth shopping in-store.

But there’s an important bridge between digital and physical: most shoppers start their journey online. They want to know what’s in stock before making the trip. If your website doesn’t show real inventory, you risk losing that visit — and the unplanned purchases that often follow.

For Bicycle Retailers: This Is Make-or-Break

Unlike other retail categories, bike shops sell complex, often high-consideration products. Customers want reassurance before they visit. Imagine the difference between these two scenarios:

• No inventory visibility online:
  • A rider needs new lights before a weekend ride. They don’t know if you have them in stock, so they default to ordering from a big-box site. You lose the sale — and the chance to upsell them on gloves or nutrition.
• Inventory visible online:
  • The rider checks your website, sees the exact lights available in your store, and comes in. While there, they grab the lights, plus a spare tube and a new bottle cage. That’s the power of visibility.

Unplanned purchases don’t happen if the visit never happens.

How Workstand Helps Bicycle Retailers Capture This Opportunity

At Workstand, we specialize in making this simple for independent bike retailers. Our digital tools make sure your customers see what’s in stock in real time, so they can shop with confidence and walk into your store ready to buy.

Here’s how:

Action Steps for Bike Shops

If you’re not yet showing your inventory online, here’s where to start:

1. Audit your current website. Does it show real inventory, or just a generic product catalog?
2. Prioritize high-turn items. Even if you can’t show everything, make sure essentials like tubes, lights, helmets, and accessories are always visible online.
3. Promote availability. Use social posts, emails, or signage to remind customers: “Check our website to see what’s in stock before you visit.”
4. Train your staff. Help them connect the dots between online browsing and in-store experience: “Saw it online? We’ve got it right here — plus let me show you some related options.”
   
   

Final Thought

Impulse buying is alive and well — but only if customers step foot in your store. In today’s retail reality, your website isn’t just a digital brochure. It’s the tool that convinces a rider to stop by, knowing what they want will be waiting for them.

With accurate online inventory powered by Workstand, you’re not just keeping up with consumer expectations — you’re creating more opportunities for unplanned purchases, higher ticket values, and stronger loyalty.

If more foot traffic sounds good to you, we're here to help.

Contact Us Today