Thank you for Applying to become a Luth-AR Dealer.
Once we review your information we will create a Dealer account for you. You will receive an email to reset your account password. Once successful, you can login to your account and you will see the dealer pricing reflected on the product pages and listings.
In the meantime please review our MAP Policy listed below:
Welcome to the Luth-AR Dealer Program.
As a Luth-AR approved dealer you have access to preferred pricing without minimum order requirements.
As a dealer you are subject to our MAP (Minimum Advertised Price) policy. Our MAP policy and it’s enforcement is intended to protect both the Luth-AR brand and our dealers potential profit margins.
Why is MAP important to the dealer?
Our MAP policy is intended to keep each of our dealers competitive when selling our products. Especially in the eCommerce world consumers can quickly shop for the lowest price offered on any product. While the lowest price may be the primary factor in some consumers decision to purchase from one retailer over another, many consumers also consider the reputation, after-sale support and quality of the dealer they purchase from.
By following our MAP policy you help prevent pricing competition that drives down the sale price to the point where you lose your potential profit margin. Maintaining pricing levels also helps keep the perception of brand quality of not only Luth-AR, but also the quality of the retailer high so that consumers are likely to recognize the quality received for the cost of the product and your reputation as the retailer.
How can I offer a sale price without violating the MAP policy?
The MAP policy deals only with the Minimum Advertised Price, not the final sale price. Some acceptable methods of offering a sale price is to Advertise the MAP pricing and offer a discount coupon to be applied at checkout. Another acceptable method would be to require the consumer to add the product to the cart to see the final price. As long as a price below MAP is not shown at the top level or advertised, you would be in compliance.
Examples:
Acceptable:
“Save 10% on all Butt Stocks, use coupon code XXX at checkout”
“Store Wide Sale save 10%, use coupon code XXX at checkout”
Not acceptable:
“LUTH-AR MBA-3 $143.95, use coupon code XXX at checkout”
Acceptable:
“Add to cart to see lowest price”
Not acceptable:
“LUTH-AR MBA-3 $143.95, discount will be applied in the cart”
Basically, as long as you do not explicitly advertise a final price below MAP in your offer you would be in compliance with the MAP policy.
How Luth-AR protects dealers who comply with MAP.
Luth-AR actively monitors the price at which our products are offered by our dealers to enforce MAP. When a violation is discovered we contact the dealer and make sure that they understand the MAP policy and how to properly offer discounts to their customers without violating MAP. If a dealer continually violates MAP after we attempt to work with them, we will revoke their Authorized Dealer status.
Unfortunately, not all dealers who offer our products are Luth-AR authorized dealers and acquire our products through other channels. While we will still contact these retailers and explain our MAP policy and how MAP can benefit those retailers, our only final course of action is to revoke their dealer status. However, since they are not an authorized dealer, we cannot revoke their status and in the end have little leverage over them. There will unfortunately remain some retailers that will advertise below MAP. In spite of this Luth-AR will commit to do our best to maintain MAP compliance for the benefit of all our retailers
We thank you for applying and look forward to working with you.
Luth-AR