4 February 2008
Networking kit vendor ZyXEL has rolled out a programme to help the UK’s independent technology retailers keep their heads above water in an increasingly competitive age.
Dubbed the Retail Independent Programme, the initiative will offer tailored support and benefits to high street retailers, as well as supporting niche retailers that specialise in the SoHo and consumer segments.
A poll of 600 stores conducted by ZyXEL has revealed a clear requirement for a partner programme approach, according to Phil Croxford, channel sales manager at the vendor.
"These are retailers that typically have about five employees, mostly customer-facing with a little tech support sometimes. Eighty per cent sell into local businesses," Croxford explained. "We believe there could be up to 1,000 of them [in the UK]."
Croxford admitted that most consumers were still perplexed by digital home networks, adding that retailers needed the right support to help them advise their customers.
However, he denied that this meant competing with technical support services such as The Geek Squad.
"It’s up to the retailer to offer independent services. They may install it or they may not install it — it’s up to him," he said.
Sarah Guy, marketing manager at ZyXEL, added: "It’s more advising retailers about the best way to help their own staff."
One source contended that while the programme was a good incentive and could provide an interesting selling point for ZyXEL, the vendor, which has launched an online training facility and a line of consumer products in the past six months, needed to find a clear USP if it wanted to challenge its competitors.
"The problem is they’re not adding anything special. The actual product is exactly the same as Netgear’s, D-Link’s or Linksys’," he said.
