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Antennas Direct Monitors & Enforces MAP Policy with Channel IQ

post #1 of 4
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Antennas Direct Monitors & Enforces MAP Policy with Channel IQ

Antenna leader protects authorized resellers with across-the-board pricing

November 9, 2012: St. Louis – Antennas Direct, a leader in antenna technology and crusader for cord-cutters, has chosen Channel IQ to protect its brand and help avoid price erosion caused by unauthorized sales. Antennas Direct now manages its minimum advertised price (MAP) policy across all sales channels, protecting authorized retailers and maintaining brand integrity.

“We’re targeting online retailers that under-price our quality antennas in an attempt to take business from reputable resellers,” explains Richard Schneider, founder and President of Antennas Direct. “By joining forces with Channel IQ, we’ll be able to quickly identify online retailers that do not adhere to our minimum advertised prices. We are committed to protecting our brand and our resellers can rest assured we are creating a level-playing field.”

"Monitoring and enforcing a pricing policy is an invaluable part of brand and product consistency. It ensures that consumer perception of the brand value is maintained; and that any price erosion is mitigated prior to creating a marketplace disruption.” said Wes Shepherd, founder and CEO at Channel IQ. "We are thrilled to be providing Antennas Direct actionable intelligence to help them strengthen all channels to ensure their authorized partner network sees the value in complying with their pricing policies."

The MAP policy is an agreement with our resellers covering the purchase and sales of a given product line where advertising restrictions are imposed to protect the integrity of a brand in the marketplace. While many manufacturers collect price monitoring information internally or from third parties, the data is often delayed, depriving manufacturers of necessary online pricing visibility. This visibility is required in order to spot non-compliant discounting in advertisements, grey market sales and even counterfeiting. Channel IQ’s MAP policy monitoring gives manufacturers unprecedented visibility into who is selling their products online and at what price, providing actionable intelligence to manage their channels for optimal outcomes.

About Antennas Direct
Antennas Direct is the leader in antenna technology, reinventing the antenna for the digital era. With a heritage in over-the-air antennas specifically tuned for core DTV frequencies, Antennas Direct has invested major resources into the discovery and implementation of new antenna designs for digital reception. Founded in 2003, the firm is a member of the Inc. 500|5000 Hall of Fame and Future of TV Coalition. Visit www.antennasdirect.com for more information.

About Channel IQ
Channel IQ is the leading provider of online retail intelligence solutions to manufacturers, distributors and retailers. Channel IQ provides real-time, online promotion and pricing information, empowering major manufacturers and retailers like Olympus, Dyson, Panasonic, Wüsthof, Bulova and Tumi to quickly and profitably handle channel issues and competitive situations. Only Channel IQ combines integrated reporting, interactive applications and services to enable manufacturers and retailers to automatically act on real-time data. Channel IQ solutions are the result of cutting edge technology combined with decades of industry experience in channel management, distribution, online retail and manufacturing. For more information, visit www.channeliq.com.
post #2 of 4
Wow. That's really great press for them. rolleyes.gif MAP is one of the most ridiculous, obnoxious policies in technology retail. Unfortunately, it is virtually impossible to avoid it. I wish Newegg, Amazon, and other big sellers would team up, man up, and ban products that have a MAP.
post #3 of 4
If Antennas Direct wants to fix their prices, they should just sell directly to consumers. They can't have their cake and eat it too. They can either sell to as many vendors as possible for increased volume OR go direct-only, which typically has limited sales volume. They are selling the antennas to dealers at a set price so what difference does it make what a dealer sells it for? They should discontinue any volume pricing models they might have in place. This will keep the "big fish" from eating the "little fish" when it comes to retail pricing.
post #4 of 4
"Smart" move! There probably no other antennas manufacturer in the world smile.gif
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