DALLAS — Personal lubricant manufacturer Sliquid has instituted a minimum advertised price (MAP) policy for all resellers.
Applying across all platforms, including brick-and-mortar stores, company websites, and third-party reseller sites, including Amazon, the policy sets the MAP at 20% below the manufacturer's suggested retail price. Sliquid sets the MSRP in its official price list.
"We recognize that our high-quality retailers invest time and resources to deliver an extraordinary customer experience through knowledgeable staff and compelling vendor presentation," said Colin Roy, Sliquid senior VP. "To support these efforts, Sliquid wishes to establish policies that allow our resale partners to earn the profits necessary to maintain the high level of customer excellence people have come to expect from Sliquid retailers."
A rep further explained the reason for the new policy.
"The purpose of the MAP policy is to encourage fair competition across all distribution channels, preserve brand identity and value, permit smaller retailers to compete with larger retailers, mitigate underpricing and foster reasonable retailer margins," the rep said. "While this new MAP policy takes effect immediately, the company is providing a courtesy grace period of one month for retailers to implement the policy. Full enforcement of the policy will take effect at the beginning of Q4."
To read the new policy's terms and conditions, click here; follow Sliquid on Twitter.
