The new site is aimed at end-users, however Sandberg claims this is part of a strategy to bolster its presence in the channel. It is hoped that once customers buy a product online they will want to buy other items from the vendor and may look to retail.
“Once they have tried a Sandberg product, they will feel safe to choose a Sandberg product next time,” said John Ford, CEO of Airphone. “So the strategy behind selling directly to the consumers, is to share the good experiences, and create a demand this way. It is our belief, that such a demand will influence the stores and the shop chains. Through time, they will want to carry Sandberg products.”
Apparently, the concept has worked before in Scandinavian countries, while in 2006, Sandberg won a prize in Denmark, for being the most profitable brand on the market.