Shure Distribution UK is essentially redefining its role in terms of distribution, and committing resource into a more complete and channel-focused support package for its selected partners. Rolling this concept out on a pan-European level ensures service and support levels are consistent at a country level, which is essential when resellers and service providers are increasingly operating in a single European market.
The sales function at SDUK is now accordingly structured into three divisions and these reflect the framework of the new European distribution model. The Retail division, headed by former SDUK field sales manager Anthony Short, supports all aspects of Music Industry (MI) and consumer electronics (CE) retail. The Pro Audio division manages SDUK's rental, touring and broadcast-orientated customers and is headed by Tuomo Tolonen, who worked previously as applications and product planning manager. Finally, Duncan Savage - one of three new faces to join SDUK in the reorganisation - has been appointed to lead the Systems Group, which has been created to serve integrators and contractors working on large-scale installation projects.
The policy and practice of each of these divisions is tailored to support the channel it represents, whether it be in-store merchandising and training for retailers, project design assistance for systems integrators or advanced product training for rental companies. Shure Distribution UK has committed resource to ensure that partners are offered enhanced technical training and, in the case of technologies such as Shure Axient Wireless or QSC's Q-Sys platform, properly accredited training that is essential to access them. The aim is to create a customer network that is fully qualified and equipped with the skills and knowledge to enable them to develop sales in their core markets.
"This change is essential to the continued and sustained growth not only of the brands we represent, but the success of our selected partners too," explained Peter James, SDUK managing director. "Technology is advancing at a tremendous rate, and our products are becoming more complex in their features and capabilities. With an ever-expanding range of application and channel-specific products, it makes perfect sense to align our organisation accordingly, and deliver a similarly advanced support structure."
* At the same news conference, SDUK also announced the launch of the Shure Academy European Audio Network, a new educational and industry networking initiative aimed at all levels of the audio industry, from specialist integrators and contractors to retail sales teams and end users.
The new Academy will incorporate the existing training programmes run by Shure and integrate new workshops and seminars, delivered via a variety of media, including e-learning, webinars and hands-on instruction. In the UK, this brief will extend across the entire Shure Distribution portfolio and include training and certification for brands such as DIS, QSC, Radial and MyMix.
"We have always offered detailed technical training for our brands at the SDUK HQ in Waltham Abbey, and those events, such as Axient accreditation and Q-Sys training, will continue under this new umbrella," sdaid Peter James. "But the Academy has a wider brief and will encompass on-line webinars and training programmes, tailored dealer events and networking events for end users. Our aim is to encourage a transfer of technical know-how between our experts, industry professionals, and our customers. Sound engineers, manufacturers, integrators and end users can all be part of th
