How Cannondale Uses ShopSense to Strengthen Dealer Performance & Drive Smarter Inventory Decisions

2025 Cannondale & Locally Case Study

01. CLIENT OVERVIEW

Cannondale, one of the most respected names in cycling, has long relied on its dealer network to deliver premium in-store experiences.

A Revolution in Cycling

As consumer expectations evolved, especially around real-time inventory visibility, Cannondale needed a deeper understanding of what was available across thousands of dealer locations and how those insights could inform planning, forecasting, and sales strategy.

Locally's ShopSense provided Cannondale with exactly the intelligence they were missing retailer inventory visibility, sell-through signals, regional category trends, and the ability to benchmark what was moving at retail, not just what Cannondale shipped into the channel.

Today, ShopSense powers Cannondale's demand planning, merchandising decisions, e-commerce workflows, website experience, and dealer engagement strategy.

02. THE CHALLENGE

A Visibility Gap Between Shipments and True Retail Reality

When Ecommerce Sales Manager Roman Ialyshev joined Cannondale, Locally was already in place. But one challenge remained constant:

When Ecommerce Sales Manager Roman Ialyshev joined Cannondale, Locally was already in place. But one challenge remained constant: Cannondale knew what it sold into the channel yet had limited clarity into what dealers actually had available or how it was performing on the ground.

As explained, the team needed to:

  • Understand real dealer inventory levels

  • Improve demand forecasting and promotion planning

  • Identify discrepancies between Cannondale shipments and what dealers were sharing

  • Support dealers with better local insights and product mix recommendations

  • Maintain accurate online PDPs by removing unavailable UPCs

  • Provide sales reps with smarter, data-driven tools ahead of dealer visits

Cannondale turned to Locally's ShopSense platform to address these challenges.

03. THE SOLUTION

ShopSense + Daily Data Feeds Integrated into Cannondale's Tech Stack

Cannondale uses Locally’s ShopSense in two ways:

In the dashboard, for immediate insights into dealer stock levels, category performance, and retail sell-through indicators.

01

Via the raw daily data feed, which the team pipes into Snowflake and Power BI, combining it with Cannondale's internal ecommerce and CRM data for global reporting.

02

This integration allows Cannondale to:

Monitor retailer inventory across the U.S. and Europe

Validate UPC accuracy and completeness

Detect mismatches between dealer POS feeds and expected stock

Build demand forecasts for upcoming seasons

Improve merchandising and marketing planning

Support dealer conversations with region-specific insights

Keep their website clean by deactivating PDPs with no available stock

04. THE IMPACT

Better Forecasting, Stronger Dealer Partnerships, Smarter Retail Execution

  • Cannondale's teams now use ShopSense data to anticipate sell-through, plan promotions, and improve category-level forecasting.

  • Sales teams receive curated regional and dealer-specific insights, enabling them to:

    • Recommend optimized product assortments

    • Highlight missed opportunities

    • Validate gaps in dealer inventory

    This strengthens dealer relationships and improves product sell-through.

  • Cannondale uses ShopSense data to clean up PDPs, removing products with no available stock. That leads to a better shopper experience and fewer dead-ends online.

  • Dealers increasingly tell Cannondale that Locally drives incremental leads and sales without requiring additional effort.

  • ShopSense helps Cannondale bring U.S. and European dealers into one consistent framework, despite POS fragmentation, an especially important factor for global brands.

ShopSense has become a critical part of how we understand our retail network. For the first time, we can see real dealer inventory, anticipate sell-through, and plan our business with confidence. It helps our sales team have smarter conversations, it helps our dealers succeed, and it gives us the visibility we need to run a modern omnichannel operation.

Roman Ialyshev
E-commerce Sales Manager, Cannondale

05. CONCLUSION

Why This Matters to the Industry

Cannondale's approach is a strong example of where the market is heading, brands can no longer rely solely on wholesale shipment data or ecommerce analytics.

True retail insight comes from real-time, dealer-level inventory visibility, and that's exactly what ShopSense provides.

By integrating this intelligence directly into their data stack, Cannondale has built a more accurate, responsive, and retailer-friendly business model that supports both online and in-store shopper journeys.