Audio-Technica Launches Customer Facing Website to Promote Headphone Range Online


Leeds 04-02-2007 atheadphones.com to promote and sell the company’s leading range of professional and consumer headphones in Europe. Website to promote sales of Audio-Technica headphones online and through wider retail channel. New retail and trade pricing structure introduced.

Audio-Technica, a world leader in the design and manufacture of consumer and professional monitor headphones, is launching a dedicated website – atheadphones.com – to promote its full range of professional and consumer headphones directly to the customer throughout the European Union. The website comprises both a brochureware site and an e-commerce site, enabling customers to purchase headphones directly by credit card, in both GBPs or €uros.

Audio-Technica’s headphone range is hugely popular worldwide, especially in Japan, where it is ranked number two, behind Sony, in terms of sales. Success in the European market, however, has been constrained by limited retail distribution. The atheadphones.com website is designed to promote the full range of headphones throughout Europe, directly increasing sales online, and driving consumer demand to bring about an expansion of sales in the retail channel; both CE and MI retail. A major advertising and marketing campaign will include promotion of Audio-Technica headphones via the three major internet search engines, and of new noise-cancelling headphones on the London Underground; all intended to stimulate both online and offline sales.

Commenting on the launch of atheadphones.com, Harvey Roberts Senior UK Marketing Manager Audio-Technica Ltd., stated, “It is important to the our growth strategy that we increase our share of the professional and consumer headphone markets in Europe, in line with our position in the rest of the world. Atheadphones.com has been conceived as a primary driver in achieving that goal. We understand that our current retail accounts may have concerns about our selling direct online, but the research shows indisputably that increased online sales result in increased sales in the high street. atheadphones.com is going to improve sales of Audio-Technica headphones across the board and will directly benefit our retail accounts.”

atheadphones.com went live on 8 March and received its first order within hours of being operational. A new retail and trade pricing structure is being introduced to coincide with the launch of the website. This will provide for parity between online and retailer sales throughout EU countries.