Thömus AG is taking over Migros' 12 Bike World locations as of March 2025. The expansion of the Bern-based company will enable a national sales network, and the new stores will also provide a platform for other bicycle manufacturers in addition to the company's own brand.
Frey und Frey designed the new customer journey and look & feel for these hotspots of the cycling scene as part of a study.
Personas of different target groups were used to visualize the journeys in the layout and make the omnichannel strategy visible. The digital experience of inspiration and configuration is transferred to the actual visit to the store. This fusion of digital and real experience is implemented using touchpoints, magic moments and highlights - these tools also promote identification and the community feeling.
The community is given a "village square" in the store, which reflects the origins of Thömus in Oberried BE in the stores. This meeting place is a platform for exchange, events and catering.
Proximity to customers is celebrated at every touchpoint and turned into an experience using digital tools.
Our concept study presents the bike store of the future, which combines the digital with the analog world and inspires fans throughout Switzerland with an individual customer experience.
