It’s only one month out, but soon you will be able to buy GW products online in a shopping cart, just in time for what looks to be a 40k edition change.
You will be able to buy GW products in a shopping cart soon here in North America.
This may not sound like much to the average shopper, but this is huge when you look at the fact that no one has been able to sell in a cart since 2003.
As a North American consumer, we’re now going to be getting different options for purchasing online without having to order directly from Games Workshop.
Here’s what looks to be the do’s and don’t of how this may go down for retailers:
- Retailers can not advertise a greater than 15% off discount (Minimum Advertised Price: MAP)
- Items will only be allowed to be sold at “fixed price” listings, no auctions will be allowed.
- According to this it appears eBay can have Buy it Now listings but no auctions.
- Only retailers that have a brick and mortar store, and are in good standing with GW can sell in this fashion.
- Retailers can not re-sell their “Rewards” online. This seems to indicate things like Organized Play kits or merchandise that is comped to them is a no go.
- Breaking down kits to sell their components (aka BITS) is still prohibited by GW’s Retailer policy in North America and is not eligible for carts sales.
- Retailers have a special email address to direct all their policy questions to. Their sales reps are not allowed to discuss this policy with them.
Now what we take away from this is maybe something Games Workshop didn’t expect. Tons of companies (such as New Egg for example) seem to be 100% compliant with MAP pricing for their site listings, but then upon checking out in cart form, they can apply an additional discount there to lower the overall total of the purchase.
Per the written amendment below, this seems to be a “legal” workaround that you may see GW retailers roll out either at first or as the slow sales months of summer begin to take their toll.
Let’s take a look at the new policy. On March 15th 2017 GW just informed retailers to an amendment to the North American Retailer Policy:
From 3 May 2017 direct Trade Accounts of Games Workshop, and retailers purchasing from Authorized Distributors (together being “Retailers”) will be able to sell Games Workshop products (“Products”) through webstores, third party portals and auction sites (at an instant purchase price only). These sales will be governed by the following requirements:
- All Retailers are required to have a bricks and mortar store which displays and sells Products that fulfils Games Workshop’s In Store Requirements.
- Any online sales channel is required to fulfil Games Workshop’s Online Store Requirements.
- No images or text taken from Games Workshop’s websites may be used by any online sales channel with the exception of the authorized imagery as provided by Games Workshop.
- Rewards under the Trade Account Stockist Program must be used by and only for the benefit of a retail store. Rewards cannot be used for the benefit of any online sales channel.
The retailer must have a brick and mortar store which actually displays and sells GW products. All online sales must meet the Games Workshop Online Store Requirements policy. The companies must provide their own images for the product, they will not be allowed to take anything from Games Workshop’s websites.
To support Retailers in furtherance of achieving the goals of protecting its image and reputation, promoting its brand and providing excellent resources that are key to maintaining the hobby culture for game enthusiasts, Games Workshop is implementing minimum advertised pricing policies with effect from 3 May 2017. From this date any Retailer advertising Products for a price which is more than 15% below the MSRP will be subject to a series of consequences starting with a notice of non-compliance, through to the removal of discount, and potentially leading to the termination of their account with either Games Workshop or its Authorized Distributor.
So in conclusion starting on May 3 retailers are going to be allowed to provide advertised discounts no more than 15% off MSRP, and exceeding that could result in the termination of their account.
It will soon be time to see how well you can shop online and find great deals, they’re definitely on their way!
Always beware the Ides of March.
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About the Author: Rob Baer
