Hi, this is Raph’ from Lokki 👋
This is my third newsletter, and I'm already running late on my 8:30 a.m. deadline.
My bad: Yesterday was July 14, and this morning I realized that we had indeed been eliminated from the World Cup—even though it was *our* World Cup.
In short, we're right in the middle of the season, a time when rental rates are rising across all your channels.
Now is a good time to take a closer look at how customers make reservations with you.
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The percentage of your rentals that customers book online, on their own, year after year:
First observation: it’s rising sharply. 17% in 2022, 33% today. That’s a twofold increase in four years. Customers have gotten used to booking everything from their couch: doctor’s appointments, restaurants, cars, and housing.
He wants to do the same thing with his bike.
But look at the numbers another way. 33% online means 67% still at the counter. Two out of every three rentals are processed manually, between customers waiting in line.
Those who succeed sell online
I’ve broken down rental companies into those that are growing and those that are falling behind. And here’s the surprise: Those with rising revenue generate30% of their business online. Those that are declining: 24%. That’s a six-point difference.
Because customers have already made the switch to online. In the travel industry, 7 out of 10 travelers book online by comparing available options.
My take: Going online isn't just a startup gimmick. It's also a hallmark of rental companies that are adapting and succeeding BETTER.
Have any other analyses in mind? Just ask me!
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Proof that the season is well and truly here: Last Sunday set an all-time record, with 4,534 rentals and €572,000 in reservations in a single day.
70% were typed by hand. That inevitably means time spent typing while the line in the store gets longer.
How can we keep the line at the counter as short as possible? Online reservations, of course, but that's not the only way.
With a Lokki kiosk or a tablet on the counter, customers can place their own orders right there in the store. The counter isn’t going away—it’s just no longer your manual cash register.
You free up the time you’d spend entering orders so you can focus on what you do best: providing advice, finding the right bike, and giving a smile.
Some great examples can be found at Le Trinitain, Energy Bikes, and Benjamin at Smile Ebike.
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Every time I bring up the topic of going online, the same concern comes up. And it’s a valid one: “Raph, if we put everything online, you’ll end up becoming the Booking.com of rentals.”
To be 100% transparent: this fear is holding us back. Because what I want to build isn't a platform that poaches your customers and squeezes your margins. It's a model built in partnership with you.
And the numbers speak for themselves. Today, our Lokki.Rent marketplace accounts for just 2.5% of your total rental volume. The remaining 97.5%—your counter, your online store, and your kiosk—are now 100% yours.
Even better: over the course of a year, all channels are growing at the same time.
If you were eaten, at least one of them would back off. None of them back off. That's not cannibalization. It's additional demand .
And let’s be realistic: someone is going to build this rental marketplace . Whether it’s us or someone else . The real question isn’t “if,” it’s “with whom.”
We’re not perfect—I’m the first to admit it. But we’re in this together: our business only survives if yours does. So either we build this thing together, on our own terms—as independent contractors.
Either we let an actor come in who doesn't care about your craft and who will impose his own ways.
The reason we'll never become Booking is you.
Your feedback, your requests, your complaints.
No to a crappy platform that preys on landlords.
Yes to an independent Lokki, built with you.
If your online sales don't exceed 30%, there's a good reason for it. I want to know what it is. Reply to this email with ONE number:
1 → I'm worried about no-shows
​2 → Online payments are a hurdle for me (too expensive, etc.)
​3 → I don't want to lose touch with the customer
​4 → I don't have time to set everything up
Just a number—nothing else. It takes 5 seconds. I’ll read everything and respond right away to help find solutions or simply better understand how you operate.
(And if it's something other than 1, 2, 3, or 4, just let me know in a single line. That's often where the best ideas are hidden.)
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P.S.: Here are some links I think you'll find useful:
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Thank you for the dozens of positive comments—they really warm my heart. Let's keep it up!
​Please reply—I read everything.
Raph' ✌️
Co-founder of Lokki
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