To many shoppers, especially novice riders, bicycles look essentially the same. They have two wheels, a frame, handlebars, and pedals. It’s similar to walking into a big-box electronics retailer and seeing 35 televisions on the wall. They’re all pretty much black rectangles with moving pictures. 

Standing out in a homogenous marketplace can be challenging for brands, especially those selling relatively commoditized products like bicycles and TVs. One way to stand out is through marketing. How you position the brand, frame your messaging, and reach the consumer with that message can generate demand. But, if we’re being honest, successful marketing is hard. 

Another way to stand out is true differentiation. This is what disruptive and transcendent brands have mastered. It’s finding a way to be what your competitors are not. Whether it’s specific to your product or in the experience you provide, differentiation sets you apart (not to mention it also helps make the aforementioned marketing easier). 

Bicycle brands searching for differentiation have a novel option recently introduced by WaveOn. Through a process called SmartCarbon®, an NFC chip is embedded directly into a carbon fiber frame, effectively turning the bicycle into a digital device. Given that almost all smartphones are built with native NFC compatibility, it means the bike and a smartphone can intuitively interact just by being near one another. 

Even more impressive than the science and engineering behind SmartCarbon® are the benefits a brand gains from the differentiation. Now, the bicycle can tell its own story. It can stand out from the others on the rack by providing a unique and rewarding consumer experience. The bicycle itself can explain what elevates it, whether that’s high-quality components, a remarkable warranty, or a defining design characteristic. 

Differentiation with SmartCarbon® extends further into the consumer experience post-purchase. Registration can be handled by tapping the bicycle with a smartphone. Customers who register their cycles through WaveOn’s SmartCarbon® protect their investment because it becomes easier to prove ownership and recover the bike if it gets stolen or lost. 

Serious riders also benefit from exclusive experiences like setup and servicing data that travel with the bicycle, making setup simple after travel or maintenance. 

Swiss cycling leader BMC has raised the bar on its own “Masterpiece” line by incorporating WaveOn’s SmartCarbon® technology.

Other brands looking to stand out in a homogenized market should consider all the ways SmartCarbon® can separate them from the competition.  

Schedule a demo today to talk with an expert about how customized experiences through SmartCarbon® can differentiate your brand.