Klipsch Takes On Internet Bandits
Klipsch has advised that it has filed multiple lawsuits against unauthorised sellers, resulting in over US$5 million in those sellers’ funds locked up by a federal court order.
In the past 12 months, Klipsch stated that it has also terminated authorised resellers that supplied internet bandits with various Klipsch products, with the total value of this business in excess of several million dollars.
“Klipsch has spent 70 years building a powerful and trusted reputation and under my watch we will never again let a pop-up shop determine the look, feel and consumer experience of our brand,” Paul Jacobs, Klipsch CEO, commented.
“With the full support of Voxx International, we have an open checkbook to continue pursuing these bandits until the degradation of our brand stops.”
Klipsch stated that it will use CEDIA 2016 to launch a 12-month channel marketing initiative, reducing the number of authorised internet resellers from more than 50 to 10, also dropping all authorised marketplace platforms except Amazon and eBay.
At CEDIA 2016, more than 20 new products will be on display, products aimed specifically at the custom integrator and not eligible for online transactions.
“We are putting teeth behind our policies,” Jacobs stated. “Our team is committed to optimising the consumer experience online and this focus will allow us to select the very best online resellers and provide best-in-class digital assets.
“It’s not enough to just introduce new products. Today you need a 360-degree launch strategy and securing the best channel management is paramount to new product success and widespread consumer acceptance.”
Klipsch stated that the initiative will include the introduction of a new internet reseller approval process, while all activity will be monitored by an outside company to guarantee brand protection across the online market, with all Klipsch dealers to receive communication of the strategy and its benefits, beginning at CEDIA 2016 and continuing through the coming weeks.