In the past few years, at least 7 enforcement engagements by C3i have developed relationships with ‘sellers’ to the extent that they are now authorised dealers for the ‘premium’ CE brand.
In the early days of the new Selective Distribution framework, dealers were sceptical, prices were suppressed, and margin retention was a hot topic.
Within 6-18 months C3i had effectively addressed the issues to reduce the sellers just in one single country on-line from almost 2,000 to less than 200, of which only a small number were problematic. This is a simple headline, but the results and impact were so much deeper and significant.
Price erosion became far less of an issue and the brands authorised dealers restored their faith in the brand as their margin retention was now stable and improved, this drove improved sales and improved.
POS thus supporting and delivering the ‘premium’ image the brand had worked so hard to establish.
But the results didn’t stop there, the brand was able to show a robust attitude in support of their legal distribution framework and were able to engage with problematic dealers with evidence and facts to ensure that the UK market was insulated and managed.
One further benefit was the detection of counterfeit product in the market and threatening sellers. The evidential test purchases along with C3i charting and open source intelligence gathering helped the brand identify and address the counterfeit threat and largely eradicate it across Europe.