The iMAP Program
Overview
Bartell Global is a premium positioned brand recognized in the market. To maintain that premium position over time, we are introducing an iMAP program.
What is it?
MAP stands for “Minimum Advertized Price”. The “i” in iMAP stands for “internet”, and refers to prices advertised online (such as on retailer websites, and social media), and has nothing to do with pricing found in other formats (such as in-store signage or printed ads in local publications).
The goal of an iMAP policy is to establish and maintain consistent pricing across all online platforms, and protect brick-and-mortar stores from being undercut by online retailers.
How does it work?
Our dealer partners voluntarily agree not to advertise Bartell Global products online at prices below the iMAP price.
Keep in mind:
- Dealers are not required to comply with this policy. (But retailers who decide NOT to participate risk losing certain benefits of being an authorized dealer in good standing. CLICK HERE to review the complete policy.)
- The policy applies to advertised prices. It does not govern the actual sale price. Dealers are free to sell products at whatever price they choose.
- The policy does not apply to all Bartell Global products. The list of product categories included in the program are listed in the iMAP Policy PDF. Only the products listed in the policy are included in the iMAP program
What are the benefits of MAP pricing?
MAP PROTECTS THE MANUFACTURER's BRAND IMAGE:
Advertising Bartell Global products at deep discounts diminishes the value of our products and brand image in the market. Customers may perceive the product as cheap or low quality, which reduces customer trust and damages the brand’s reputation.
MAP ENSURES FAIR COMPETITION BETWEEN RETAILERS/DEALERS:
A MAP program aims to prevent undercutting and price wars among resellers. Without MAP pricing, retailers feel pressure to compete by continually lowering prices, which can lead to unsustainable pricing and loss of profit margins for everyone. Loss of profit margins makes it harder for your business to grow, invest in innovation, and provide excellent customer service.
MAP STABILIZES PRICES:
Buyers benefit from consistent prices, regardless of where they shop online. If some retailers lower prices too much, it puts other retailers at a disadvantage and strains relationships between manufacturers and their dealers.
MAP HELPS ENSURE PRODUCT QUALITY:
MAP strives to maintain consistent product value and cultivate customer trust. The market can easily become flooded with low-quality alternatives or counterfeits. This dilutes the market and makes it harder for quality products to stand out.
Report an iMAP Violation
Your feedback is valuable!
Help us keep prices stable, protect competition, and maintain our reputation for quality, integrity, and value.
We take this very seriously! Should you observe a violation of this policy in the marketplace, please inform us so we can address it. Use the form below to report potential iMAP violations. An administrative representative will investigate and respond accordingly.
PLEASE NOTE:
We request (but don’t require) your name and contact information in case our MAP coordinator has questions in order to clarify or confirm the information you provide. Please rest assured that your report will be considered anonymous and confidential.