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INTERVIEW: Lisa Wills, Vistaport

by Stuart Wilson, Friday 25 January 2019

Lisa Wills, marketing manager at Vistaport
Lisa Wills, marketing manager at Vistaport

DISTREE Europe, Middle East & Africa (EMEA) gives technology, consumer electronics (CE) and IT brands access to senior executives from distributors, retailers and e-tailers from 50-plus countries in one place at one time. Vistaport will exhibit at next month’s DISTREE EMEA in Monaco and hold pre-scheduled meetings with channel partners as it looks to expand its regional routes-to-market. Channel EMEA caught up with Lisa Wills, marketing manager at Vistaport, to find out more about the company’s channel plans for 2019.

Channel EMEA (CE): What do you want to achieve at DISTREE EMEA 2019? What are Vistaport’s key goals for the event?

Lisa Wills (LW): Our main goal is to attract new distributors to distribute the Vistaport branded product range throughout Europe. We are also interested in meeting with retailers and resellers to introduce our range of products. We are traditionally a laptop battery company, and have recently launched a range of AC adapters for notebooks, as well as replacement projector lamps. We will also be introducing a brand new category – battery operated electric cleaners. Our focus is on high quality, reliable products at a fair price, backed by a superior customer service.

CE: Describe how your channel business has developed in the past 12 months? What trends have you seen and what have been the highlights for your business?

LW: In the past 12 months, we have been focusing on expanding our product portfolio. From a traditional laptop battery-only focus, we have added AC adapters, and projector lamps. We are also very excited about our new range of battery-operated hand-held electric cleaners, which will help introduce the Vistaport brand to a new retail market. We are also looking forward to introducing the Vistaport range of Powertool batteries to the market in 2019.

CE: Which geographic areas and channels represent the greatest opportunity for growth for your company in EMEA and globally?

LW: There is enormous opportunity for growth for Vistaport throughout EMEA. There are multiple countries where we do not currently have any presence, and we welcome approaches from distributors in all territories

CE: Why should distributors and retailers focus on your products? What makes your channel proposition better than competitors in the market?

LW: The laptop battery market remains very strong, but has become difficult for vendors without a European presence due to the increasingly stringent transport regulations. With Vistaport’s European sales office, large stock holding, product finder tools, as well as our excellent pre-sales and after-sales support, Vistaport is a great vendor for those looking to grow this category or add this category to their portfolio. With our complementary and growing range of after-market replacement parts, Vistaport aim to become the brand of choice for distributors and retailers looking for high quality replacement parts.

CE: Do you have a structured channel programme? Do you offer a strong margin proposition to your partners?

LW: Our goal is to have one or a maximum of two distributors working in each territory. We are offering a premium product and service level with attractive margins. Our preference is to build strong, mutually beneficial partnerships with a small number of direct partners rather than risk creating channel conflicts by attempting to work with too many sales channels. We are happy to put in place MDF structures with our channel partners

CE: How quickly is your business growing in the EMEA region? What market trends have you identified that are impacting your business segment?

LW: Up to now, our focus has been on our historical territory in the Swiss area. DISTREE EMEA is our launchpad for introduction of the Vistaport brand to all EMEA territories. We believe that there is a strong appetite in the market for a reliable vendor of replacement parts. Also, with the more stringent regulations regarding the transport of Li-ion batteries as well as low cost online sales channels being forced to clamp down on the supply of Li-ion batteries from non-certified vendors, Vistaport is ideally positioned to become a preferred vendor in this category.

CE: Is your company channel friendly?

LW: Vistaport are very much channel focused. The appointed Distributors would be fully supported by the Vistaport team to be a successful distributor of our products.

CE: What else should distributors attending DISTREE EMEA 2019 know about Vistaport?

LW: Replacement parts are always in demand. With the sheer number of laptops in the market, each and every distributor attending DISTREE will have customers who are looking to buy replacement laptop batteries and adapters on an ongoing basis. Some will choose to purchase the cheapest replacement part they can find which will invariably result in an inferior product with inferior performance.

For those customers who wish to purchase from a reliable, high quality vendor at a fair price, then Vistaport is a great brand for distributors to carry. For those distributors looking for a more unique product which will appeal to their customer base, and attract new customers, our electric cleaner range with its patented technology is a wonderful category to add to their portfolio.


To request a hosted buyer invite for DISTREE EMEA 2019 - CLICK HERE

Distributors, retailers and e-tailers confirmed to attend DISTREE EMEA 2019 will have the ability to pre-request one-on-one meetings with Vistaport’s executive team at this year’s event.

For further information on exhibiting at DISTREE EMEA 2019 to meet channel partners from across the region - CLICK HERE

Exhibitors at DISTREE EMEA hold pre-scheduled meetings with a carefully selected audience of senior executives from the region’s top consumer tech and consumer electronics channel partners. Channel EMEA is an official Media Partner for DISTREE EMEA 2019.

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