Accell North America (ANA) has announced a new omni-channel strategy, designed to offer independent bicycle dealers (IBDs) various options in the fulfilment of online orders. The strategy is comprised of different levels of partnership. A first option enables an IBD to sign up as a preferred fulfiller, committing to zero inventory. The IBD partner is offered $80, plus a nominal revenue share based on the price of the bike, with each bike delivered and assembled in a shop for an end consumer. A second option, designed for IBDs interested in stocking a minimum number of bikes from ANA on their shop floors, offers a higher commitment. These stocking dealers are offered 25 percent on fulfilment. In addition to these two levels of partnership, Accell is offering North America IBDs the possibility of buying a Beeline mobile service franchise. Beeline is partly owned by Accell. In conjunction with the implementation of this new omni-channel strategy, ANA is restructuring its pricing policy. The Manufacturer's Suggested Retail Pricing (MSRP) will now be equal to the Minimum Advertised Pricing (MAP). This solution is supposed to tackle the issue of disruptions caused by the high discounts advertised by webshops. The Minimum Advertised Pricing is the lowest price a webshop and/or a retailer can show for a product in an advertisement. In order to enforce equal MAP prices across all distribution channels, the company uses Oris, a third-party price monitoring service.

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