We select most recent 12 months of data available (June 2020 through May 2021). The data consists of comma-separated value (CSV) files, each representing one month of ride data. The data for this case study is provided by Motivate International Inc.
Divvy bike customer service how to#
Present the results to the executive committee, and offer suggestions on how to encourage casual riders to become members. Using the most recent 12 months of available ride tracking data, identify how casual riders (single-ride pass and full-day pass buyers) and annual members differ in their use of the service. This would need to be approved by the executive team, who require convincing details to justify such a change. The company is therefore considering a shift in strategy from broad awareness towards encouraging existing casual users to become members. In this scenario, prior financial analysis has found membership customers generate significantly more revenue than casual users. Divvy maintains 5,824 GPS-tracked bicycles and 692 parking stations across the city, offering single-ride passes, full-day passes, and annual memberships. Chase says half of his customers who use Divvy eventually return to the store to purchase a bike.This case study considers a hypothetical business task for Divvy, a bicycle ride-share program in Chicago. Sales of all other bike types have remained stagnant. The shift in demand is happening in bikes too.Īt Kozy's, comfortable, all-purpose commuter bikes are flying out the door, with a 30 to 40 percent jump in sales since the start of Divvy. “We're seeing high demand for products with a 'smart' look, not traditional, dorky styles of the past.”ĪLL-PURPOSE COMMUTER BIKES ARE ALL THE RAGE “People want to bike to the bar or to the grocery store - and they want to look good,” Mr. Urban-style helmets have grown 25 percent in sales since last year, while traditional, sporty helmets have lost sales in equal proportion. Giniat at On the Route is noticing a similar change. “We are seeing a complete reversal of the type of products that are being sold,” Mr. He said demand for stylish helmets is so high that Kozy's has doubled its stock this season. George Chase, store manager of the Kozy's shop in Avondale, agreed. Giniat, safety is not the only reason riders are buying accessories such as helmets aesthetics matter. This new crop of urban bikers is frequenting local bike shops to gear up.
“This past year, bike commuting has become more accessible and safer in the city. He adds that Chicago's growing identity as a biking city is also thanks to Mayor Rahm Emanuel's commitment to create 645 miles of bike lanes in the city by 2020. But this season, profits are rolling in from a whole new class of riders: city professionals.Īndrew Giniat, general manager of On the Route Bicycles in the South Loop, says the shift started this year as soon as the warm weather hit. So far, there are 3,000 bikes and 300 stations, concentrated in the city's most congested areas.īefore Divvy, bike shops depended on families and bike enthusiasts for their bread and butter. Kozy said.ĭivvy rider data for the first year show that morning and afternoon rush hours are the busiest times of the day for Divvy rentals. “More than ever, city people are getting on bikes, not just for fun but to commute to work,” Mr.
Paul Kozy, a third-generation owner of Kozy's Cyclery in Chicago, says it's because Divvy is helping to urbanize biking. The spread of Divvy rental stations is not stealing customers and bike sales from local shops - on the contrary, Divvy's expansion this past year has been a blessing for local bike shops.
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