- Selected items available on online platform otto.de
- Strengthens brand presence and brand awareness
- Additional turnover potential for all partners
Kronach. – Loewe is making selected items of its range available for purchase online in conjunction with its partners in qualified specialist retail. From 1 September 2012, the Xelos and Connect ID product ranges, and small format Connect TVs will also be available for purchase through the online platform otto.de. “Even in the premium market, the Internet is increasingly becoming first point of call for customers looking for consumer electronics”, comments Loewe CEO Oliver Seidl. “We intend to systematically exploit this promising sales avenue for Loewe with the help of Otto and our specialist retail partners.” This step will allow Loewe to substantially expand its brand presence and awareness of the brand as a whole. Such a boost in profile will be of equal benefit to partners in the specialist trade as the increased potential for new customers that retailers have been unable to reach through traditional avenues.
So what will the specialist retail oriented online sales model from Loewe look like? Customers can find out about their desired Loewe product through the Otto website and use the Loewe configurator to put it together according to their own personal requirements. The customer then orders their very own home entertainment system online at otto.de. Furthermore, they also order an individual, chargeable service package which extends from simple delivery of the device to convenient set-up of the product – including assistance to allow the customer to get to know their new Loewe.
Using the customer’s postcode, the closest Loewe-authorised specialist dealer is notified and entrusted with delivery of the goods. The dealer delivers the device directly to the customer, as ordered from Loewe, and completes installation with the service package as per order.
Depending on the Loewe product in question, an appropriate portion of the revenue is accrued for the retail partner. Furthermore, the dealer receives a service fee of up to €199 per customer.
The entire process affords specialist retail with not inconsiderable additional customer potential, attracting new customers who would not ordinarily be reached through dealerships. Not to mention the achievement of income without the additional effort of an active sales pitch. Additional turnover will be achieved through billable services and supplementary sales. And dealers will also be able to win customers that could indeed become loyal customers in the future. Loewe head of sales Gerd Weiner: “We are convinced that we have developed a highly effective means of opening up significant new opportunities for those partners involved, not to mention introducing additional turnover and profit to the network.
All authorised dealers can register for the new online partnership. The premium dealer group of the EURONICS buying group, media(at)home, has already declared its backing for the concept. EURONICS CEO Benedict Kober: “EURONICS is on board with the concept from the start. After all, it affords an optimal supplement to the sales approach in our static specialist stores with their excellent service and support expertise”. “Loewe will guarantee that the online content of the brand’s premium profile is also systematically further developed”, adds Weiner.
“In conjunction with a close working relationship with specialist retail, the new online sales channel is allowing Loewe to realise a further strategic milestone in the restructuring of the entire company”, emphasises CEO Oliver Seidl.