SRAM isn’t just a company supplying the needs of cyclists, it’s a company built by enthusiasts. “Since we are all passionate cyclists,” says Patrick Brandwagt, SRAM Europe’s Managing Director, “we’re also our own customers. Anything we develop is a balance between what we hear from the market and what we want for ourselves.”
A prime example of this was SRAM’s B2B website which, despite being the first port of call for its bike industry customers, was falling behind expectations.
While sales are still through contact with SRAM staff, the website supplies the product information that manufacturers need to spec their bikes.
But there were problems, starting with the website not being updated efficiently, accurately or anywhere near often enough. There was no link between the website and SRAM’s product lifecycle management (PLM) system, therefore resulting in redundant data entry. So, SRAM went looking for a master data management (MDM) solution.