automatic data capture
point of sale
Going the extra mile
Varlinkʼs marketing manger Sabine Kelly looks at some of the leading auto ID manufacturersʼ channel programmes and the impact they have on resellers when they make their product selections.
W “
Sabine Kelly: “
...in a highly competitive and ever changing business environment, some of the leading auto ID manufacturers have put in place effective channel partner programmes offering a number of tangible business and operational benefits.”
ith a view to providing real value to their business partners, and in a move to bolster their success
in a highly competitive and ever changing business environment, some of the leading auto ID manufacturers have put in place effective channel partner programmes offering a number of tangible business and operational benefits. In this article we look at five leading vendors – Baracoda, Datalogic,
No partner programme is
of real value if it is only seen as a certification plaque on the reseller’s wall.”
Psion Teklogix, Unitech and Zebra – and how their respective reseller programmes have been designed to
offer maximum incentive and advantage to their VARs.
To begin, let’s take a look at Baracoda and its VIP programme, available to all channel partners actively promoting the company’s products. “Our VIP programme rewards solution partners who have in-depth understanding of their market and offer customised end-user solutions,” explained Pauline de Broca, Baracoda’s marketing manager. “Since our products are very niche and, in most cases, part of large integrated solutions, our programme is geared at supporting value-added resellers who have put their trust in our products. In return for their commitment they get rewarded by means of demo equipment, price support, project protection, sales and technical training, as well as marketing support.”
Adding value
In the case of Datalogic Mobile, the company believes that it is through technical competence, loyalty and a thorough knowledge of the business environment that its authorised resellers add value to Datalogic’s business. In return, Datalogic Mobile’s partner programme offers resellers access to a wide range of focused services, allowing them to save time in accessing the marketing and technical
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Enhanced relationship Channel programmes can also be designed and structured to reduce channel conflict. Over a year ago, when Psion Teklogix announced it was changing its UK strategy by moving away from selling to end users and by fully engaging with the reseller community, Varlink’s role as distribution partner >>
IT RESELLER – NOVEMBER 2010 29
information they need to fulfil their customers’ needs and further develop their technical skills. Chris Wood, Datalogic Mobile’s UK marketing manager explained: “We see our channel programme as a commitment to our partners. We work closely with them to reward the loyalty that they have placed in our brand and product offering. By leveraging our in-house and online resources, and by reducing sales effort and therefore overheads, we feel that together we can build a fruitful partnership.”
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