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Australia’s Tonnex Help Lanier Achieve Record Results
TOTTENHAM, VIC – October 24, 2012 – Price. One of the great challenges resellers face when selling printers in direct competition with mass-retailers. However, deciding what product to stock and why, aren’t altogether straightforward decisions either.
In these considerations, one printer brand, that until recently, had not gathered the attention that on paper its offering deserves, is Lanier.
This wholly owned subsidiary of Ricoh, who do not sell printers in to mass-retail, has had an explosive 12 months, exceeding budget by 42%. Increases that have largely been propelled by their growing partnership with Tonnex International.
Since becoming a printer and consumables distributor in August 2011, Tonnex have played a key role in Lanier’s growth; particularly in the stationery industry, contributing to a sales increase of over 90% when compared to the same time last year.
“Lanier has experienced amazing growth in printer sales in 2012 and Tonnex have played a significant role. Our partnership with Tonnex has enabled us to reach a much more diverse range of resellers, where many of our products are a great match,” said Matthew Smith, Lanier Australia’s National Channel Manager.
For Tonnex, the addition of the Lanier Printer range has been a great fit for the growing number of resellers looking for a specific B2B printer alternative. “Because Lanier Printers are not sold in to mass-retail, they are a perfect fit for the reseller channel as they don’t come up against the types of comparative price challenges that other brands present. This allows for the printers to be sold on their features which creates very healthy margin,” said Tonnex International Director, George Kozman.
“Once resellers get comfortable with the Lanier brand and see the products for what they are, it is a very compelling offer. For example, every unit comes with a cash-back for the reseller, every unit has a 3 year on-site warranty and spec for spec, dollar for dollar, their units are as good as you will find in the market,” said Kozman.
Lanier’s brand awareness and market share is rapidly on the increase, with printer revenue in the distribution channel posting an 82% growth in the first half of 2012 and unit sales up 92%.
“Such rapid growth would not be possible without partners like Tonnex supporting Lanier products and communicating our offers to new customers. We have certainly benefited from the strong relationship that Tonnex has with stationers all around Australia and I expect this segment to keep growing for us,” said Smith.
Tonnex & Lanier have been working together on a range of offerings to the market; including customisable reseller sales flyers which have helped generate more market awareness and has also culminated in strong sales.
“We are aware that most end-users are not going to come to a reseller seeking out a specific Lanier model, but we are however confident that if they can see the value put before them, [the Lanier range] makes a very compelling argument” said Kozman.
To entice resellers to try the Lanier product, Tonnex & Lanier have been providing a range of buy 1, get 1 free offers with a mixture of MFC and single function machines, which has been a strong driving force for their shared success.
Lanier also believes that another key driver for resellers is their high connection rate for consumables. “Because Lanier consumables are not available in the large retail chains, resellers are much more likely to retain after sales revenue from consumables. It’s possible for our partners to achieve up to 4:1 return ratio for toner Vs hardware revenue on some models,” said Smith.
Tonnex, who celebrate 14 years in business this November, believe that the Lanier product is a great addition to their total product offering and believes that it is a great relationship that is very beneficial to both parties.
“Lanier are growing and have a focus on how they intend to win market share. For example, when a reseller wants to do a deal, or put together a promotion for their customer base, we can work with Lanier and the reseller jointly and quickly turn out some offerings that resellers are really happy with,” said Kozman.
This approach, according to Kozman, has been particularly well received by the reseller market and is culminating in some positive results for all concerned.
Left to Right: George Kozman & Matthew Smith
Tonnex International
1 Sara Grove
Tottenham, VIC, 3012
+61 3 9315 5333
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