What Does it Take to Sell A RM50,000 Bike?

Jami Bike Centre (JBC), founded over two decades ago by ex-national track cyclist Jaminuddin Ismail (Jami), is widely recognised as one of Malaysia’s most established premium cycling retailers.

Over the years, JBC has been the first to introduce several industry-defining moves in the Malaysia landscape.

"We were the first neutral service provider in Malaysia, the first ever local Pinarello bicycle distributor, and the first to bring in the idmatch fitting technology.” — Aqilah, currently co-managing JBC.

But these “firsts” are not what keep JBC relevant today.

At the root of this robust cycling community? A team that believes in care and consistency.

Before Buying the RM50,000 Bike

A customer’s relationship with JBC unfolds across multiple channels — from the first encounter with JBC, to the point they bring home the RM50,000 Pinarello bicycle.

Cyclists discover JBC through marketplaces, social media, events, and word of mouth — long before they slow down to study the brand in depth. Each channel exposes customers to different sides of JBC and builds their interests for the brand.

Getting a Full View of JBC

Once curiosity sets in, customers head to JBC’s online store — not to buy, but to understand.

Here, they get a picture of what JBC stands for:

• The renowned brands JBC carries
• Its range of gears and accessories
• The services it offers, including bike fitting and maintenance

Prestigious brands like Pinarello are showcased clearly on the page, often on a pre-order basis. This sets customer expectations around price, process, and JBC's expertise.

The “I Think I’m Ready” Moment

This is when a customer steps into a JBC retail store.

After nearly two decades, JBC has grown into three locations — Kajang (HQ), Denai Alam, and Eco Majestic. Beyond just retail spaces, these stores function as cycling hubs where relationships deepen over time.

Inside, customers encounter JBC’s most exclusive bicycles and carefully curated selections. Some linger over coffee while their bikes are being serviced; others stay on to chat. Conversations unfold naturally — about upcoming rides, training techniques, or the next cycling tour.

This is where customers feel comfortable enough to:

• Commit to high-consideration bikes and gear
• Seek professional fitting, maintenance, and advice
• Restock everyday essentials like nutrition gels and riding accessories

Customers don’t stop at bringing a RM50,000 bike home. Through shared experiences and regular rides, JBC’s physical spaces become places of familiarity — where customers turn into regulars.

How JBC Puts the Journey Together

JBC offers everything a cyclist might need; new gears, routine maintenance, or a place to pause over coffee. But, not all of that belongs everywhere.

Behind the scenes, JBC manages its operations through EasyStore. Running a layered retail experience doesn’t cost control nor clarity; all customer, order, and inventory data across touchpoints are stored in one place.

Right Products in the Right Place

Maximising exposure is secondary. What matters for JBC is creating a coherent shopping experience, through intentional inventory management.

Premium bikes are highlighted online often on a pre-order basis, inviting customers for in person advice, fitting, and diagnostics.

Cycling accessories and essentials are made available through marketplaces and the online store for easy purchases.

Maintenance services, nutrition refills, and in-store coffee give cyclists reasons to return for regular visits.

This way, customers see each product where it belongs, and interacts with JBC in ways that just makes sense.

Recognising the People Who Show Up

JBC honours their community in ways cyclists appreciate.

Milestones are celebrated on rides, and participating riders receive exclusive discounts. A nod to them for being part of the journey.

With EasyStore supporting customer segmentation and centralizing customer history, JBC extends the same care through:

• Birthday vouchers for long-time members
• Promotions exclusive to community events
• Year-end givebacks for frequent in-store visitors

No loud gestures, just simple acknowledgements that say: you’re part of us.

Upkeeping the Robust Community

At JBC, cycling is for the long term. So is its community.

“We don’t want cycling to be just a hobby that just comes and goes," says Aqilah.

This belief shapes how they run the business; advisory, educational, and grounded in care. A safe space for customers and cyclists to seek all the help they need.

EasyStore helps businesses unlock possibilities — in the way customer experiences are crafted, and the way communities are nurtured. With infrastructures taken care of, JBC is free to grow alongside cyclists, ride after ride.

Make Customers Love Buying From You

EasyStore empower brands to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that customers love.

Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.