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Giant for Women Expands Focus

Published April 11, 2010

NEWBURY PARK, CA (BRAIN)—Giant Bicycle has introduced a new national retail education program focused on helping retailers market and sell to women.

By further educating retailers and ultimately female consumers, this program will help Giant’s retailers create a more effective shopping experience for women.

“Prior to the launching the Giant for Women program, our research showed us that there were significant barriers to entry for women wanting to get into cycling,” said Elysa Walk, general manager of Giant USA. “We want to best prepare our retailers to sell to women and make that entry point for female consumers the best experience possible. With this program, we’re sending our expert directly to them.”

This national education program includes the addition of Jackie Baker (pictured), with six years industry experience; she is also a certified BikeSkills instructor and former professional mountain bike racer.

Serving as the new retailer training and event coordinator, Baker will travel in a specially-equipped Retailer Training Vehicle to retailers, festivals and demo events around the country. Working with retailers, she will focus on a women-specific curriculum consisting of: one-on-one dealer meetings, employee clinics and consumer demos. The Retailer Training Vehicle is fully equipped to handle up to 24 women’s road, lifestyle and mountain bicycles.

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