By: Kailiee Bradstreet
December 11, 2013
Rome Snowboards‘ % For Snowboarding is one of the programs encouraging shoppers to put a little extra thought into entering their credit card number at the checkout. Developed by the small staff at Rome, including one of the founding employees and International Sales Manager Dan “Sully” Sullivan, the program concept was unveiled at SIA in January this year, and got off the ground for the brand starting last month.
After its initial hard launch, % For Snowboarding has continued to gain momentum as shopping for snowboard equipment increases in the early part of the season. Because of the program’s e-commerce platform, consumers have been gravitating to the brand’s ‘harder to find’ items, including softgoods like hoodies, T’s, and beanies, as well as many of the peripheral harder to locate board, boot, and binding models and sizes, explains Sullivan. The result has been a win-win situation for retailers across the US and Canada, as the breadth of the program continues to grow from coast to coast, and as consumers continue to select local shops from Rome’s participating retail base to receive a portion of the brand’s online sales.
“Our sales team has been spreading the word about the program during their shop clinic tours,” says Sullivan. “By all reports, there are a lot of snowboard shops that are excited that Rome is including them financially in online purchases, and applaud the fact that Rome has put together a program that is in the best interest of snowboarding, snowboarders, and snowboard retailers.”
We caught up with Sullivan and Rome’s Sales Coordinator Anna Starr, who has spearheaded the initiative over the past several months, to hear more about the program, what their expectations are for it to grow, and why Rome thinks supporting local snowboard shops is so important.