JL Audio is opening an eBay store this month that will fulfill orders through its retailer partners.
The company will sell its products only at the Minimum Advertised Price (MAP) so there will be no unusual discounting. The aim is to create an online location where many consumers like to shop, as eBay is the second largest Internet retailer, said JL Audio. At this point, eBay has become less of an auction seller as 70 percent of its sales are “Buy it Now,” JL Audio told retailers.
The JL Audio eBay store will offer both car and marine audio products and will “Dramatically increase our exposure to consumers nationwide,” as millions of consumers shop on the site at any given time, said the company
The sales will be handled much the same way as the JLaudio.com web-store sales where Shopatron directs any order to a nearby JL Audio authorized dealer to fulfill. The dealer then gets the full profit margin for the sale.
“We are hopeful that this move to offer JL audio Mobile and Marine products legitimately through the eBay marketplace will benefit all dealers and help us serve Internet customers the right way,” said a letter to retailers signed by JL Audio VP Sales Carl Kennedy.
The target date for the store opening is November 25.
JL Audio VP Marketing Manville Smith said, “We want to take charge of our ecommerce and we want to make sure we direct as much business as possible through bricks and mortar. Getting a deal from an online sale into a JL Audio store gives the retailer an opportunity to make that customer a client.”
The company has also stepped up enforcement of its Internet policies this year and has terminated “many” dealers, including long-time accounts “for engaging in unauthorized distribution,” said Smith. For that reason, discounting on the web is less dramatic on the brand, he claimed.
Under the Shopatron program, a participating dealer logs on in the morning to see what transactions he can fulfill. The eBay store will be added to that list.
There is some training required to participate in the new program and JL Audio is holding a training webinar on Wednesday, November 20th at 2pm EST (11am PST) or Monday, November 25th at noon EST (9 PST).