Selection as a distribution model

The aquatics segment is certainly not the easiest segment in the pet supplies sector. To inspire a new generation of aquarium enthusiasts and dispel any reservations they may have, good products are needed on the one hand, but on the other hand also competent specialist dealers, who can advise customers correctly. This is all the more important in this day and age, when the customer often arrives at the pet store with a fund of knowledge acquired from the Internet. To separate the competent aquatics retailers from the rest, Eheim introduced a selective distribution system in Germany back in January. This system is now to be extended gradually to other countries in Europe, starting with France. To be able to select Eheim specialist dealers, the company has formulated a series of criteria that will be used by Eheim field service employees to evaluate retail partners. These criteria include the quality of the advice offered, the level of cleanliness of the store, whether the pets are kept in species-appropriate conditions, the variety of products on sale and the after-sales provision. It isn't important whether the retailers are online or offline players. "A further criterion is that retailers do not sell Eheim products via online platforms that sell used products, in auctions, or where non-commercial sellers offer their products, such as eBay or Amazon," says Gebhard Mang, global director of sales at Eheim. To justify selective distribution legally too, Eheim points out the dangers that exist when working with electricity and water, such as can arise in the aquarium segment if the equipment is handled incorrectly. Proper specialist advice in the retail trade is vital, therefore. "Dealers who are unable or unwilling to accept the qualitative criteria and are not confined to selective distribution agreements are excluded," stresses Mang.

Advantages for the retailer The advantages for Eheim dealers in Europe are obvious, according to Mang. "We want to ensure Eheim competition on an equal level, free from competition from non-specialised outlets or unfair competition." The retailers would benefit from a limited number of stores and the full support of the company from Deizisau. They would also have the right to use the Eheim brand on pictures and so on. In addition, authorised retailers can advertise with the logo 'Eheim authorised retailer' and…