‘People react in a positive way’
Kit doesn’t come more safety critical – or personal – than a helmet. As a newcomer to the biking segment, going headto-head with long-established and well-proven brands, it could be argued that Ruroc have a mountain to climb in terms of winning the hearts, minds and wallets of typical UK motorcyclists. A mountain made loftier by the firm’s convention-bucking route to market. Being an online-only brand has its challenges.
“There has been a bit of suspicion,” says Davy Thomas, Ruroc’s recently appointed Chief Marketing Officer.
“When a buyer cannot physically touch something then yes, it can create that feeling. And that’s something we have seen in feedback.
“However, when people actually try the helmet, we see they react in a positive way.”
Whilst the team have been getting product into hands and onto heads at shows, events and ride outs, they’re now piloting a scheme that will see more permanent ‘Brand Hub’ locations set up, in addition to their planned activity at various biking get-togethers this year.
The first two, which Ruroc hope to open soon, will allow potential customers to try the Atlas on and make an informed choice, as well as experiencing the stunning graphics up close, before they order online and have it delivered to their home.
“We’re trying to bring the best of digital – which is having access to the entire range, all the colours, graphics and sizes, which just isn’t possible for a retailer, then combining it with the best of an in-real-life dealership experience. These pilot locations will be open within the next month.”