Creative Labs Shuns Retail to Sell Kit on Web

Multimedia developer Creative Labs has jumped on the internet bandwagon and started selling its products directly through its Web site.

From 9 June, consumers will be able to order accessories such as memory upgrades, Midi cables, and Telex microphones straight from the developer?s Web site.

Claire O?Reilly, channel marketing manager at Creative, was adamant that the company?s move was not designed to take business away from its existing retailers, saying that it was an additional service.

She claimed that the channel does not stock the products in sufficient numbers because of their low value.

O?Reilly said that the service had been set up in response to customer problems in getting hold of these products and to increase brand identification for the company.

She added that Creative Labs has no intention of abandoning the channel having invested so much in it over recent years. In order to avoid any clashes with its channel, Creative will only sell the products at recommended retail prices and will not undercut its retailers.

Visitors to the Web site can click on to the shopping page and see pictures and specifications of various accessories. Customers then order via a freephone number. Payment can be made in sterling, francs or deutschmarks. It is hoped that more countries and more products will be added to the site in the near future.