News Article

SRAM Increases Investment at Retail Level


NIJKERK, the Netherlands – “Over the past two years more than 2,500 SRAM retailers have received training at one of the 5 centers across Europe”, says Robert Priest, SRAM’s EU Sales Director (middle).

SRAM Increases Investment at Retail Level
From left to right: Martijn Merkx (EU Dealer Service Manager), Robert Priest (EU Sales Director) and Rogier Lenderink (EU Dealer Marketing Manager).

“These meetings with retailers gave us first hand feedback and understand some of the challenges they face. It has been extremely valuable and it’s helping us to shape our thoughts for the future”.

Dealer excitement program
“We are taking some of that feedback and investing in additional programs beyond our Dealer Service Direct (DSD) service and education… one of those programs will be our dealer excitement program (DEP).”

“In 2010 SRAM started the first of a series of investments in Europe that would underline and strengthen our relationships with European retailers”, explains Martijn Merkx EU Dealer Service Manager (left). The first of those programs was our (DSD) locations, training and education centers that can equip retailers with product knowledge and giving them direct service and warranty access to SRAM.”

SRAM has recently recruited a new member to the team to lead that dealer excitement program, Rogier Lenderink (right). He has a background in the sports eyewear industry and has worked in the international markets with leading brands. He will develop programs that add additional value for the retailers along with partnership programs.

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