- atheadphones.com to promote and retail full range of consumer and professional monitor headphones in EU countries.
- New retail and trade pricing structure introduced.
March 19th 2007 — Audio-Technica, a world leader in the design and manufacture of consumer and professional monitor headphones, has launched a dedicated website — atheadphones.com — to promote its full range of consumer and professional monitor headphones directly to the customer, throughout the European Union. The website has been developed with two main objectives — to provide a brochureware site, with information on the full range of Audio-Technica headphones, and an e-commerce facility, enabling customers to purchase headphones directly by credit card, in both GBPs or €uros.
The website services and delivers to all countries within the European Union. Payment is accepted via all major credit cards, and securely processed online by WorldPay, part of the Royal Bank of Scotland Group. Orders received before 2pm are processed the same day, and dispatched via Royal Mail’s “International Signed For” service. Orders over £100 are delivered free of charge, with a £5 delivery charge on orders under £100.
Audio-Technica’s headphone range is hugely popular worldwide, especially in Japan, where it is ranked number two, behind Sony. Success in the European market has been constrained, until now, by limited retail distribution. The atheadphones.com website is designed to promote the full range of headphones throughout Europe, directly increasing sales online, and driving consumer demand to bring about an expansion of sales in the retail channel; both Consumer Electronics and MI retail.
A parallel marketing campaign, to stimulate both online and offline sales, will include promotion of Audio-Technica headphones via the three major internet search engines, and advertising in the press and on the London Underground.
Commenting on the launch of the website, Harvey Roberts Senior UK Marketing Manager Audio-Technica Ltd., stated, “It is important to our growth strategy that we increase our share of the headphone market in Europe, in line with our position in the rest of the world. atheadphones.com has been conceived as a primary driver in achieving that goal. We understand that our current retail accounts may have concerns about our selling direct online, but the research shows indisputably that an increase in our online presence will result in increased sales on the high street. atheadphones.com is going to improve sales of Audio-Technica headphones across the board and will directly benefit our retail accounts.”
atheadphones.com went live on 8 March, and started receiving its first orders within hours of being operational. A new retail and trade pricing structure is being introduced, to coincide with the launch of the website, which will provide for parity between online and retailer sales throughout EU countries.