Lexmark values partners with channel programme

Bullish printer vendor Lexmark is aiming to double its UK reseller base by 2010 after launching its first formally tiered partner programme and appointing a fourth UK distributor.

Resellers will be categorised as Select, Premium and Expert under Lexmark’s Channel Value scheme, which went live on 1 July.

The programme will see Lexmark build closer ties with smaller resellers and mid-tier Premium partners will have access to Lexmark’s first points-based loyalty programme.

The vendor has also reverted to a four-strong distribution lineup 18 months after axing Micro Peripherals. Computer 2000 (C2000) has been granted access to Lexmark’s full portfolio of printers alongside incumbents Ingram Micro, Midwich and Northamber.

Marcus Harvey, director of UK channel sales at Lexmark, said C2000 would be integral to Lexmark’s plans to double its reseller tally to 1,000 over the next 18 months.

“Two vital things have been missing from Lexmark: a relationship with a broader channel and margin and communications. We have solved both things through the Channel Value programme,” he said.

Harvey admitted Lexmark, an established player in finance and retail, still lacked clout in high-growth sectors such as healthcare, which he said he would address through the new programme.

Simon Fagan, general manager of the print and supplies business unit at Computer 2000, said: “If I reeled off a list of the four best B2B printer manufacturers, it would be Xerox, HP, Samsung and Lexmark and in B2C it would be Epson, HP, Canon and

Lexmark. With these six vendors, we cover 90 per cent of the market and Lexmark is important in fulfilling that.”
James Kight, managing director at Lexmark Expert partner Printerland, welcomed Lexmark’s decision to classify partners in a formal structure.

“Lexmark is telling those who sell five or six printers a week they are as important as those selling 250. We do not see its plans to recruit more dealers as a threat because it will get the brand in the public eye,” he said.

See also:

Lexmark gears up for programme launch

Printer vendor to improve communications ties with smaller dealers under the direction of new UK marketing director  23 May 2008

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