Mystery shop a few well regarded LBS and get an impression on what it is they're doing well. Also, didn't notice it in posts above, do whatever is required to be a cycle to work scheme stockist. Then see if there's links to be made with large local employers- council, unis, hospitals etc. LBS near where I work does bike checks during 'travel to work' differently week and the like. You don't just need the right 'offer' you need to get the customers