Unilux: A committed dealership is the key to success

Online stores and specialty retailers complement each other

A manufacturer with a consumer-facing online store: at first glance, this might raise some questions in the specialty retail sector. Especially when it comes to a brand that has traditionally operated on a business-to-business basis. Nevertheless, Unilux does not view its own online store as a channel that gets in the way of dealers, but rather as a tool to help consumers arrive at specialty retailers better prepared. Speaking on the matter is Jurjen Schotanus, account manager at the insect screen manufacturer based in Boxtel.

“Consumers are increasingly doing their research online before contacting a specialist,” says Jurjen. “They want to know what options are available, how much a solution costs, and whether they can make an appointment with a nearby dealer. Sometimes, a tech-savvy consumer wants to place an order themselves. According to Unilux, this doesn’t have to be a threat to specialty retailers, as long as the partnership between the manufacturer and the dealer is well-structured.”

That is why Unilux operates a “committed dealership” model. Dealers can be listed if they meet certain conditions. For example, one requirement is a minimum purchase volume of 5,000 euros, excluding VAT. It is also important that only the Unilux Horren brand be featured on the dealer’s website. The basic principle is that the manufacturer and dealer reinforce each other in this way.

“In the dealer portal, dealers can also create their own consumer page, which can include their logo, business hours, and photos. This helps with online visibility. Dealers can also place a banner on their own website. Behind that banner is a unique dealer number. If a consumer clicks on it, they’ll be taken directly to the Unilux website, but into an environment where only that specific dealer is visible: Unilux along with the dealer’s name.”

“That’s exactly what it’s all about,” Jurjen continues. “Consumers can prepare at their own pace, while the dealer remains visible and involved in the purchasing process.”

A common question from dealers concerns the 15 percent online discount. Unilux positions this as a “do-it-yourself” discount with a risk to the customer. After all, a custom-made screen cannot simply be returned, unlike shoes, for example. Anyone who orders online takes full responsibility for measuring and ordering correctly.

According to Unilux, the dealer actually stands to gain financially when a consumer places an order via the dealer banner. The dealer then receives the remaining margin in the form of a credit: the difference between the purchase price and the selling price, minus the 15 percent discount. Unilux then handles the order and delivers the product directly to the consumer.

“This changes the role of the internet within the sales process,” says Jurjen. “Whereas consumers used to come to the showroom to gather information and sometimes never returned, online research can now become part of the same customer journey. Unilux definitely sees an increase in website traffic during national TV campaigns. Some of those visitors go on to schedule an appointment with a dealer through the website.”

Jurjen concluded: “Online sales and brick-and-mortar specialty stores don’t have to be competitors. If set up properly, an online store can actually generate additional visibility, leads, and revenue for dealers who actively align themselves with the brand.”