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Ventum curates a story-centric retail experience

Bicycle manufacturer Ventum launched retail experiences across the Middle East. With the aim of being story-centric, the experience offered cycling and triathlon aficionados the opportunity to deep dive into Ventum’s history, experience a step-by-step guide to building a dream performance bicycle, book a Ventum demo ride, find out about Ventum’s regular community events and shop from the Ventum lifestyle boutique.
Ventum, which means ‘wind’ in Latin, uses data from the wind tunnel to design and manufacture its high-performance bicycles. In a nod to its roots, the design of the Ventum retail experience closely mimics that of a wind tunnel.

The brand experiential activation tapped into an omnichannel mode, where the traditional retail model meets an e-commerce solution. Customers had on-the-spot access to build their dream bicycle from over 60,000 configurations, with guaranteed next-day white glove delivery.

Ventum’s activation used POS technology to allow all members of its team to access inventory levels, support each customer in configuring their dream bike, and check out from any location within the space.
“Everything we do, we do with the customer in mind. Our team of engineers uses cutting edge technology to ensure Ventum products are premium. When it comes to retail, we asked ourselves – how can we leverage our technology-driven ethos to create a seamless customer journey?,” said Omar Nour, CEO of Ventum Middle East.

“Adopting world-leading technology to underpin every touch point of the retail experience allows us to focus on the story-centric journey for the customer. The backend is incredibly sophisticated – allowing the front-end customer experience to be simple, clean and most of all – fun. After all riding bikes should be fun,” Nour added.
Hosted by a team of engineers, technical specialists and cyclists, the retail experience ran throughout the first half of January, in the central atrium of Yas Mall. It makes the latest in a series of experiential-focused retail experiences planned for the brand over 2023, across the UAE and the Middle East.

The retail experience was designed in partnership with Ventum’s marcomms agency, Factor 31.