Bundling up: more and more manufacturers use the art of bundling to increase sales. However, distributors say the strategy has its pros and cons.

From: Pool & Spa News | Date: May 7, 2004| Author: | Copyright information

With industry consolidation becoming an everyday occurrence, an increasing number of manufacturers are turning to a strategy they hope will maintain customer loyalty. That strategy, known as "bundling," ties several high-ticket items together in a package and encourages buyers to try new product lines.

Distributors, who must in turn sell the products to retailers, builders and service companies, have mixed emotions about the trend. "It's not a bad concept," says Mark Warshaw, vice president of sales and marketing at Bel-Aqua Pool Supply Inc., a distributor based in New ...

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