case study: BIKEBUG - SYdney


Australian Bicycle retailer partners with esLabels TO IMPLEMENT AN electronic shelf label SOLUTION IN their Sydney store. 


BikeBug is a leading Australian bicycle retailer, with 7 stores across Sydney, Melbourne, Brisbane, Adelaide and Perth. They offer an extremely comprehensive range of bicycles, parts and accessories in store, as well as through their ecommerce site Customers are able to choose from a traditional in-store experience, where they are assisted by BikeBug's highly knowledgeable staff, or they can purchase online with free delivery, or pick up via click and collect from one of 10 locations.

The customer experience is key to BikeBug’s strategy, all staff are cycling enthusiasts and happy to help customers with any technical enquiries. The stores also offer a fully-equipped workshop, with experienced mechanics for repairs and adjustments. It’s this customer centric business model that led BikeBug to implement an electronic shelf label solution. Electronic shelf labels enable retailers to change prices, product information and promotional offers at the touch of a button. This not only relieves staff from the arduous task of price ticket updates, but it allows them to focus on what’s important – the customer. It also facilitates the pricing flexibility that BikeBug needed in order to keep pace as an international retailer, offering the best prices compared to both local and global competition. 

Reasons for implementation:

  • The business offers globally competitive prices. This requires a nimble pricing strategy in order to frequently adjust and match competitor pricing.

  • To free staff from price ticket changes. Allowing their expert team more time to advise customers.

  • Reduce operational costs.

Client selection criteria:

BikeBug selected esLabels as their preferred solutions partner.

“esLabels provided advice and consultation from the word go. They set up the system to meet our specific business requirements, managing the Enterprise Resource Planning (ERP) system integration, bespoke template design, and assistance with installation in-store. Being an Australian business themselves, they were able to promptly visit the store for an initial assessment, and provided on hand support throughout the entire process.” Geoff Straub – Retail Services Manager, BikeBug.


BikeBug selected a 3 colour (black, white & red) label, with LED light feature, in a medium size, for all products in store.

“The technology proved to be a cost effective option compared to others in the market, and esLabels offered a wide range of accessories in order to fix the labels onto each product.” Geoff Straub continued.

Products are displayed in a number of ways including hooks, racks, shelves, and bikes, which are free-standing on the shop floor. With a range of different sized hook attachments, clamps and label cases, all labels were fixed securely to each individual product.

As well as integrating directly with BikeBug’s ERP system, a range of automated emails were set up in order to keep management informed of the ESL update status. A PDA was set up to allow BikeBug to bind/unbind labels with products, on the shop floor. And a suite of templates has been designed for standard pricing, promotional pricing and products with reviews.


  • Staff are free to advise customers on products and assist with technical questions.

  • Increased in-store sales.

  • Huge reduction in costs associated with price management.

With one store now enjoying the benefits that digital price labels bring, a plan to roll out the technology to the other stores is underway.