Shimano Europe will implement a new pricing strategy from next year, which aims to harmonize pricing between its own sales offices in Europe and to switch from a volume-driven to a value-based pricing strategy. While Shimano's customers previously obtained discounts based on the size of their orders, the new pricing will take into account three other factors: the depth and width of the assortment, covering Shimano and other group brands; the level of brand support provided by the customer through the use of marketing material, which will be rewarded with a bonus calculated for online and offline activities; and the efficiency of the customers. For this purpose, customers will be divided into four categories. Shimano Europe previously had three types of relationships with OEM, wholesale and retail customers, but it has added “hybrid” customers who have several functions in the supply chain. Shimano will then work out the quantity sold for each function and set the conditions accordingly. The strategy, which was initially reported by Bike Europe, was worked out by Erik Naberman, managing director for Shimano Benelux, with legal and other advice, to adjust the company's pricing to changes in the distribution market. Naberman said the system may be adjusted in the next two to three years.

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