It’s mind-boggling to think that up until 2 decades ago, the Internet was almost non-existent and that most of you thought that you would never give up shopping in stores. Today, companies are selling products, publishing, and broadcasting online like crazy and you spend much more time on your digital devices shopping and buying online than in stores, reading digital news much more than watching TV and of course reading print magazines…
Some in the industry, especially the custom part vendors, saw the web and the proliferation of online parts retailers as a huge threat and reacted by discouraging online sales. S&S Cycle was one of these companies having a very restrictive Internet Reseller Policy (IRP)… until they realized that it was in their best interest to use the web as a way to connect to more potential clients and to sell more products around the world.
So, S&S Cycle decided to replace their old internet policy (IRP) by a new one called Minimum Advertised Price (MAP) encouraging retailers actively to promote and sell S&S parts on e-commerce sites, provided prices shown are not less than S&S’ manufacturer’s suggested retail prices. Unlike the IRP, the MAP policy will maintain the price integrity expected for premium brands like S&S and Crane, not only in online advertising but in all forms of communication including radio, television, flyers, posters, newspapers, catalogs, coupons, mailers and email marketing.
By changing its policy, S&S Cycle recognizes that Internet is today’s most powerful and efficient sales tool and that many of its resellers have invested in costly online solutions giving the brand a worldwide reach that the company would not be able to acquire by itself. Several direct S&S Cycle’s competitors already encourage retailer online sales. The new S&S policy agreement must be signed by resellers before March, 31 2012. It can be read and accepted at S&S Cycle MAP Policy.