Before the internet era, the predominant sales model for global audio manufacturers was vertical, with the manufacturer at the top, selling products to importers/distributors, who then supplied a network of dealers, ultimately reaching the end customers. While this model still exists, we now observe the emergence of more horizontal models, such as direct sales from manufacturers to dealers or customers, or distributors selling directly to end customers.
In the early days of Dutch & Dutch, we adhered to the traditional vertical sales model in most markets, unaware of better alternatives. While this model may suit simple-to-use commodity products, it falls short for a brand like Dutch & Dutch due to the advanced nature of the 8c. What sets the 8c apart from conventional loudspeakers is RoomMatching. RoomMatching encompasses a suite of complementary technologies designed to adapt the 8c to the specific acoustics of the listening environment. To fully unlock the potential of your 8c speakers, proper RoomMatching setup is indispensable. Therefore, unlike many other audio products, Dutch & Dutch products require extensive pre-sales consultation, involved installation support, and robust after-sales service.
To ensure these critical aspects, we, as the manufacturer, must take charge of the entire customer experience. Recognizing that many Dutch & Dutch customers may lack the necessary expertise for precise setup, including in-room acoustic measurements with REW and defining a RoomEQ target curve, we provide comprehensive training to our dealers to ensure the optimal setup and performance of the 8c.
In Europe, our primary sales channel is through a select dealer network. While we previously engaged distributors in various countries, we transitioned away from this model for the reasons outlined above. Presently, when prospects express interest in purchasing or a demonstration, we direct them to the nearest dealer. We greatly value the role of our dealers in providing geographical coverage, as well as the richer level of support offered, leveraging their demo rooms and local presence. However, should the prospect prefer to purchase directly from us, that option is available. In that case, we provide them with what we call a Remote Commissioning Service (we get on a video call and teamviewer with the customer to help them set up the 8c's in their room). In any case, we strive to maintain neutrality and empower prospects to choose their preferred buying channel.
In the United States, we used to have numerous dealers in both the hifi and pro sectors. While our initial distributor made significant strides in the early years, personal challenges led to a decline in business focus over time, resulting in subpar customer support by Dutch & Dutch standards. In 2023, under Bill's leadership, we decided we had to revitalize our operations, emphasizing quality over quantity and reaffirming the core values of the Dutch & Dutch brand. This commitment entails providing exceptional pre-sales support, ensuring proper RoomMatching for every 8c speaker, and delivering outstanding after-sales service.
Initially, Dutch & Dutch North America primarily engaged in direct sales. Going by the feedback we are getting from customers, Bill and Gabriel (Se7enAtx) have been doing an incredible job. We are now gradually expanding our sales network, prioritizing partners who share our commitment to customer satisfaction, and who understand the unique qualities that define Dutch & Dutch. And this brings us full-circle, because Unique Audio is one such retailer, and they recently showcased Dutch & Dutch products at the Florida International Audio Expo.
