Mountain sports outfitter VAUDE has updated and expanded its guidelines for product distribution, in particular for online sales. The new requirements, which VAUDE is publishing for its customers worldwide, go into effect on February 15, 2015.
VAUDE is continuing in its strategy geared toward specialist retail which protects the brand and focuses on high quality representation of VAUDE products, says the company. “This is a prerequisite for sustainable and successful brand positioning in brick-and-mortar stores and on the Internet,” explains Jan Lorch, VAUDE CSO.
“Our goal is to present ourselves as partners with our retailers in the online environment,” adds Jan Lorch. The rapid development and strong dynamics of online retail and its sales tools as well as the current legal situation required an update of the guidelines. “Thus we can continue to guarantee the best protection possible and high quality representation of our brand within a legal framework. Above all, the guidelines help us to protect our specialist retailers and support them in their multi-channel efforts,” emphasized Jan Lorch.
The “Distribution Requirements of VAUDE Products” that govern distribution in general were updated as well as the “Guidelines for the Sale of VAUDE Products via the Internet” that regulate online sales. With these documents, VAUDE is handing retailers a set of rules which regulate and document the representation and sales of the VAUDE brand and products online. The terms and conditions remain unchanged.
The changes in online sales mainly relate to product descriptions, for which VAUDE is providing more rigorous and comprehensive criteria in the future. Technical and commercial requirements were also expanded, including marketing, advertising, website functionality and performance as well as customer service.