April 21, 2021

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Trinity targets Middle East retail channel

by Stuart Wilson, Tuesday 13 May 2008

IT hardware distributor Trinity Electronics hopes to boost its sales through the Middle East retail channel. The distributor, which is authorised by a number of vendors including ASRock, Asus, BenQ, Foxconn, Samsung and Seagate, recently established an office and warehouse facility in Jebel Ali free zone to serve as a regional hub. Trinity is attending the upcoming Digital Consumer Channel (DCC) event in Fujairah, UAE, to strengthen the company’s relationships with major retailers from across the Middle East.

Mourad Mohamed, sales and marketing director Middle East & Africa at Trinity Electronics, said: “We intend to showcase our brands and products to carefully selected retail channels. We have certain products that fit into the power retailer market including Hannspree, 3Q and retail products from vendors such as Seagate and Western Digital.”

“Our aim in 2008 is to focus our presence in this region and to build strong channel relationships with the major retail channel players in the region; it is a matter that requires time and effort to be able to tap into the dynamic and changing markets throughout the Middle East. Trinity has made a great investment in the infrastructure of its Dubai operation,” Mohamed added.

“The message that we want to deliver to the retailers not working with our company is that beside the fact that we have the right products and services to give them, we are ready to meet the expectations from us in terms of professional partnership support,” he continued.

Mohamed maintains that the Trinity approach is centred on building a genuine partnership with customers, helping retailers and resellers to solve any market problems. Trinity does not want to be viewed as a distributor focused purely on pushing ever-increasing amounts of kit through its channels.

“The company always works on creating different channel programmes. The goal of these programmes is to help the channels increase margins, gain business and optimise inventory. The programmes include offering marketing development funds, incentive programmes, special discounts and rebate programmes,” said Mohamed.

“We invest in educating our channels as well. We provide our channel partners with access to product roadmaps, demo units and co-marketing opportunities that can help them be ahead of the competition, besides regular training programmes and e-mail notifications of the technology news, which makes it easier for them to provide on-going customer support,” he concluded.

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