Metrologie tends carrot to dealers

Distributor Metrologie International has launched its Premium Programme loyalty scheme for resellers and relaunched its MI Systems own-brand PCs.

The programme is designed to reward dealers with increased service levels rather than with mere payments for large orders, according to the company's marketing director Cheryl Harriman.

'We are using it as an encouragement to buy from us rather than a stick,' she said. 'The scheme was launched on Valentine's Day to show we love our customers.' Harriman expects a high take-up among the 450 resellers eligible for the free scheme as they have only to sign a form to join. 'There are tangible, financial benefits from Premium,' Harriman said.

Premium, which Metrologie UK has developed for two months (PC Dealer, 24 January), was introduced in France last summer. The rewards cover sales and marketing services, operational services and discounts on technical support.

Resellers qualify for between one and five stars in the programme, depending on the amount of kit bought from Metrologie. Resellers must spend over #6,500 in three months to gain a one-star rating, rising to #130,000 in a quarter to become a five-star dealer. They are all rewarded with services but larger dealers can take advantage of a wider range of services.

Metrologie launched its own-brand MI Systems PCs with Intel components but has relaunched the brand as Choice PC, which uses just motherboards from Intel. The CE-marked, Intel-based Choice PCs are priced from #891 for a Pentium 75 PC.

J Metrologie won Mannesmann Tally's 1995 outstanding performance award.