John Lethbridge (left) and Keith Dale.
Two well-known names in the entertainment lighting industry have launched an "e-commerce website with a new concept" - Gearmarket UK - on 9 December. Keith Dale, ex-managing director of Celco and John Lethbridge, ex-managing director of Cerebrum Lighting, have been working with software developers for several months to come up with a concept that is possibly unique in the entertainment technology industry - a web-based customer loyalty scheme.

The Gearmarket site offers innovative new products and a selection of popular products from several key manufacturers from around the world. Buyers can shop and pay in Euros or Pounds Sterling. Most E-commerce sites present the potential buyer with a single price, invariably discounted - but one can never be sure how good the price is without comparing prices available elsewhere. On first sight, the Gearmarket website only appears to show the manufacturer’s Recommended Retail Price and the Gearmarket Discounted Price, but as soon as the user registers as a member, the discounted price is reduced by a further 5%. If the customer orders £500 worth (or €800 worth) of goods on-line, Gearmarket will acknowledge the order at an even better price, until you reach £1,000 YTD turnover (or €1,600), at which point discount on all product lines increases further.

Most product lines on offer have several tiers of discount that relate to a customer’s total spend in the preceding 12 months. Once on the highest discount tiers, customers stay at that level provided the annual purchases do not fall below a given level. Once a registered buyer, a customer can produce their own discounted quotations 24 hours a day, 365 days a year on-line, including UK delivery charges and print them out. In addition, Dale and Lethbridge can be contacted by telephone 365 days a year between 9.00am and 6.00pm.

(Lee Baldock)


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