AXO announces new MAP policy

AXO America Inc. has announced it has updated its MAP policy to increase the perception of the brand and margin for dealers, according to a press release from the company.

The new policy, which goes into effect March 15, will no longer allow dealers to advertise a 10 percent discount off MSRP. Advertised price will have to be MSRP.

AXO says the new policy’s benefits for dealers include that it will increase margins, add opportunities to access special seasonal promotions at deeper discounts, give opportunities to focus on specific items during authorized promotional periods and create a “need to buy now” attitude during promotions. For AXO, it will increase perception of the brand, give one price for all and provide freedom in experimenting with new price points, according to the company.

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