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Sennheiser wants to bridge the channel gap

Company plans to launch shop-in-shop concept to help support partners in Dubai

Sennheiser wants to bridge the channel gap
Saldanha says Sennheiser is aiming to expand its retail channel base.

Sennheiser Electronic, an audio company specialising in manufacturing microphones, headphones and headsets, has revealed that it's at DISTREE Middle East 2014 to bridge the gap between its distribution and retail partners.

The vendor said it wants to help its distributor and channel partners by offering a customer experience zone, which will be soon opened at Mall of Emirates in Dubai. The shop-in-shop concept is expected to be unveiled in July 2014, the company stated.

At this year's Middle East consumer electronics retail fair, Sennheiser is showcasing its entire product offering that include headphones, headsets and microphones. Sennheiser said it is also promoting its Momentum range of headphones to retailers and distributors participating at this year's show.

Heston Saldanha, channel manager - Consumer/Retail, said the company has returned to DISTREE to enhance brand awarness, meet existing partners and expand its retail partner base in the Middle East region. "We are delighted with the performance of our brand in the retail space across the region," he said.

Saldanha added: "This year we have decided to bridge gap between our distributors and retailers by ensuring that we help them to provide end-user customers with a experience zone that will accord consumers hands-on experience to try and test our entire product offering before making a decision to buy. We believe that this experience zone will help consumers to make an informed decision based on the usage of the products."

He said the shop-in-shop concept will be managed by a distributor with Sennheiser providing all the support and will feature consumer and high-end professional offerings. "We will have all the products ranging from the AED 79 earphones to the high-end AED 5,000 headphones and professional microphones.

Saldanha said the company is also aggressively developing its business across the region with retailers and resellers. "We have a team of nine staff in Dubai managing 29 countries in the Middle East, CIS, East Africa and Levant region," he said. "We plan to increase our in-country support in all the markets by making sure our partners are properly supported and equipped to sell our products."

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