Cover Story: Full Speed Ahead

Thirty years ago, motorcycle parts and accessories marketer J&P Cycles was founded on an aggressive, interactive, customer-centric business model. Today's no different.
The Anamosa, Iowa-based company's approach has since intensified well beyond a liberal returns policy. J&P cultivates customers through superior product knowledge — exhibited by more than 30 experienced motorcycle technicians on staff — its open house/customer appreciation event held each summer — which drew 22,000 people to its headquarters this year, the largest gathering in the event's 30-year history — and a host of other initiatives.
Founded as a mail order cataloger, J&P Cycles has transformed itself over the years into a true multichannel retailer that caters to each customer in the way that customer feels most comfortable. In addition to its catalog, J&P markets via an e-commerce website, which accounts for approximately 29 percent of all sales after growing nearly 4 percent this year. J&P also operates three retail locations, including a temporary store that covers a full city block at the Sturgis Motorcycle Rally in Sturgis, S.D., each August.
"We're not just a mail order company; we're not just an internet company," says John Parham, J&P's founder and president. "We're a well-rounded business that loves motorcycles and supports the sport."
Integration is at the core of all J&P operations. Whether it be putting the digital version of J&P's print catalog on the company's website or blasting an email to customers alerting them to the next event J&P's mobile retail store will be attending, the company realizes the importance of letting customers decide how they interact with the brand.
In many respects, it's natural for J&P Cycles to want to take the utmost care of its customers — Parham and J&P's staffers see themselves in them, all being motorcycle enthusiasts. J&P prides itself on being a leading source of knowledge in the motorcycle industry, offering customers free technical support with experienced motorcycle technicians available on the phone or online.

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.