Samsung looks to resellers for printing success

Samsung looks to resellers for printing success

Samsung has a New Year's resolution: to get closer to its reseller channel. The company has launched a reseller Web site that allows the channel to access product information and calculate the cost of ownership for its printing solutions. The vendor will also use the site to renew its focus on reseller marketing campaigns and incentive schemes.

Samsung will debut its new printer products at shows around the country next month. The new products expand its current monochrome range, and also signal the vendor's move into colour.

"The launch of the new printer range will give us an opportunity to confirm our original investment in the channel and work much closer with our channel partners," said Norman Krieke, national sales and marketing manager of Samsung's IT division. "When I came on board in August, I looked at our relationship with our channel partners. We did a lot of branding activities last year, but there weren't a lot of close efforts on marketing with our channel."

The program will be across all categories, but Samsung is hoping print solutions will be one of the key growth areas in this year's product range.

"Different resellers want different activities, depending on their business," Krieke said. "For some, incentive programs work quite well and we will customise those programs to suit their needs. Others value advertising and promotion. Still others are mainly motivated by the bottom line.

"So what we are doing is looking at individual businesses and saying, ‘what do you need to drive your business?'. We will try and work with as many resellers as we can."

Samsung is also looking to expand its reseller base for its printing products, particularly among resellers that operate in vertical markets.

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