Sennheiser Targets Distribution Strategy

Sennheiser UK has partnered with brand and market protection company Etail Eye to provide actionable intelligence that enables Sennheiser UK to manage and measure the success of its Authorised Partner programme through its selective distribution strategy.

Sennheiser’s recently implemented selective distribution strategy works with dealers across all channels to provide accreditation to those dealers as an “Authorised Sennheiser Partner”, qualified to sell premium product to the end consumer. Etail Eye will now enable Sennheiser to more effectively monitor those channels and vendors who are not accredited, thereby protecting the brand, its official vendors and ultimately end-consumers. Confident the new UK designed solution will deliver great results Sennheiser now plans for a pan European roll-out of Etail Eye in 2014.

Simon Hall, Managing Director of Etail Eye, commented: “We are delighted to have partnered with Sennheiser. Our service is designed to allow brands like Sennheiser to actively manage their online markets in real time, protecting not only their brand value and market share, but the interests of the company’s true trade partners and end consumers. We have designed a bespoke and agile service that meets Sennheiser’s need to monitor the market dynamics of selective distribution in real time. Our reliable, actionable and timely intelligence gives Sennheiser the confidence to take swift, decisive action against unauthorised resellers including those that sell counterfeit and grey market goods online.”

Peter May, Director of Sales at Sennheiser, added: “Etail Eye is fundamental to how we ensure we deliver our part of the bargain to our Authorised Partners who have invested in the Sennheiser brand and who want to be seen as suppliers of genuine Sennheiser products. It allows us to provide complete peace of mind to both Authorsied Partners and end consumers. Etail Eye means consumers can buy our products from Authorised Partners in confidence knowing they are buying a high quality Sennheiser product from top quality vendors.”

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David Dungay

Editor - Comms Business Magazine
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