Case Study:

Wellingborough Cycles
Independent Cycle Shop – Wellingborough, UK
Co-Owner: Avril Jeyes

From a small franchise to a thriving independent bike shop – powered by smart marketing.

The Background

Wellingborough Cycles began life as a small Raleigh Cycles franchise based in Redwell, Wellingborough. As demand grew, the team saw an opportunity to expand, moving to a much larger and more flexible retail unit at The Embankment. The move would allow them to stock a broader range of bicycle brands, offer more servicing capacity, and host community events. But they faced a key challenge…

The Challenge: No Customer Database

Although Wellingborough Cycles had built up a loyal customer base, they had no system in place to contact them. Without a database, it was nearly impossible to:

• Announce the move to the new premises
  
  
• Invite existing customers to the grand opening
  
  
• Promote new products, service offers, or cycling events
  
  

They needed a way to reconnect with old customers — and reach new ones.

The Solution: Activate BD CRM + Lead Boxes

Activate BD stepped in to support the move with a practical, customer-focused marketing strategy.

✅ Step 1: Manual Data Entry
We entered hundreds of bicycle servicing records into our CRM platform, creating a clean, marketable customer database from day one.

✅ Step 2: SMS + Email Campaigns
Once the move was complete, we launched targeted email and SMS campaigns — inviting past customers to the grand opening and keeping them informed about new services and events.

✅ Step 3: Lead Boxes for New Customers
To keep building the database, we installed our Activate Lead Boxes at the new location — making it easy for customers to sign up for offers, servicing reminders, and local “Ride Out” events.

The Results

📈 Hundreds of customers contacted about the move
📅 Strong turnout at the grand opening
💬 Ongoing engagement through email and SMS
📋 New customer details collected daily via in-store Lead Boxes
🚴‍♀️ Successful promotion of community Ride Out events

What the Owner Says

“Being able to send emails and texts directly to our customers’ phones made all the difference when we moved. We wouldn’t have reached as many people without the database Activate BD helped us build. It’s now central to how we run the business.”
— Avril Jeyes, Wellingborough Cycles

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