Sharp Corporation discontinuing agency sales as part of go-to-market restructure

Sharp Corporation of Australia has announced that it is switching its go-to-market strategy from sales agents to in-store merchandisers.

The move has been described as in response to market conditions and “to meet the changing needs within the retail industry”.

As a result of this change, Sharp is hoping to provide more support to its retail partners at the last three feet, with more in-store representation focusing on a 3-pronged strategy of training, merchandising and sell through. This restructure comes after a trial program was conducted in the Sydney metropolitan area, one that is described as a “resounding success” for both Sharp and Sharp’s retail partners.

“We believe the program run in Sydney has delivered the results we were looking for,” Sharp deputy managing director Joe Costantino told me.

“Some of our agents have been representing Sharp for over 25 years. We wish all our sales agents the very best in their future endeavours and thank them for their invaluable support.”

Sharp reports the new sales strategy will be implemented over the next six months.

Sharp is not alone in restructuring it sales strategy to and from agents, merchandisers and salaried employees. Late last year, Miele Australia implemented a new strategy after running a similar pilot program. At the time, Miele ANZ managing director Michael Jeanes said the retail floor was becoming an increasingly fierce battleground and that appliance and electronics brands had to have representatives on the floor to fight this war.

This author is on Twitter: @Patrickavenell

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