A new website has been launched that will help connect the retail channel with consumers that are looking to buy technology.
The Good Gear Guide, which went live last week, is a product of IDG Communications.
The site already contains about 900 products in almost 50 technology, audio-visual and consumer electronics categories for consumers to search through.
It also has a dealer directory on every page to let them know where they can source each and every product on the site.
Resellers can register to be included in the dealer directory by paying a one-off annual fee of $500.
As consumers browse the site, they have an option to request a deal from retailers that stock the product.
Once the button is clicked, it sends an email to four retailers, who can choose to accept or decline the lead.
If any decline, the system sends the enquiry to another outlet until four deals have been offered to the consumer.
When a lead turns into a sale, the reseller is charged a small percentage of the product's value for the lead, which varies depending on what margin the product carries. They are not charged a fee for any additional sales they make on the call.
"This will be a genuine lead generator that links dealers with people who are looking to buy something specific rather than making general enquiries," IDG online publisher, Mark Hobson said.
"There's nothing to stop a reseller offering a price and informing the consumer of special deals they are running on other products.
"There's always an opportunity to up-sell."
The Good Gear Guide had been launched to cater for the changing ways in which consumers were using the Internet, Hobson said.
Fears that online trading would kill the high street, he said, had proved unfounded.
"The Internet will not kill bricks and mortar, just like video didn't kill cinema," he said.
"But a growing number of consumers are now using the Internet to research products before they go shopping.
"Most people still like to have that touch and feel experience before they buy."
The Good Gear Guide would provide consumers with lots of print-friendly content, Hobson said, including buying guides, product reviews and shopping tips.
Further down the line, Hobson said there was no reason why the Good Gear Guide couldn't be adapted to connect SMB or enterprise buyers and sellers.
The model would also work outside of the IT industry, he said.
IDG Communications is the publisher of ARN.