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SRAM allowing dealers to temporarily drop pricing for holidays

Published November 7, 2022

CHICAGO (BRAIN) — SRAM informed dealers that it's allowing a temporary deviation from retail pricing guidelines in the U.S. market on just under 200 SKUs. The promotion goes through Dec. 31.

North American Field Guide Manager Chris Negrete told BRAIN that SRAM has deviated from minimum advertised price (MAP) guidelines before but "in smaller formats."

"But with the market changing, we see this as an opportunity to support the market in a more significant way," he added.

Negrete said utilizing the traditional MAP holiday is being done before the sales season slows.

"This is also a reminder to cyclists who may have been discouraged by the supply chain challenges that SRAM product is readily available," he said. "Our goal is to create demand so that our retailers, partners, and we at SRAM are in the best position regarding inventory going into next spring season."

The SKU list has been shared with all SRAM retailers and partners, and "we are being proactive to the needs of our customers and the industry," Negrete said. "This is a very 'normal' time of year to offer discounts on products going into the holidays."

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