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A discount is forgotten tomorrow. A point isn't.
I have to admit something. I never imagined that one day I would commission a prize wheel....
I have to admit something. I never imagined that one day I would commission a prize wheel. Thirty years in distribution – and suddenly there's a colourful wheel handing out reward points. Anyone who has followed this blog series knows me well enough to understand that the wheel is not a gimmick. It is the most honest answer I have found to a question that has challenged us for years.
The question is simple: How do you reward loyalty without letting it disappear into an invoice?
The traditional answer is a discount. Two percent here, a special condition there, and eventually it all becomes another figure in your purchasing calculation before quietly disappearing into your accounting system. It works – for exactly one moment. Then it becomes part of the purchase price, gets booked, reconciled and forgotten. Nobody has ever proudly said: »Last year I received a 1.8% discount.« A discount creates no memories. It creates an accounting entry.
And that is exactly the problem when, as we do, you genuinely believe in partnership instead of merely talking about it. A discount treats every order as if it were the first. It makes no distinction between the reseller who has been growing with us for ten years and the one placing a first – and perhaps last – order today. Loyalty doesn't work like that. Loyalty accumulates over time. And something that grows over time doesn't belong on an invoice. It belongs in an account that you can actually see.
So that's exactly what we built. We deliberately kept the concept as simple as possible. No complicated calculations. No hidden formulas. For every euro of net revenue generated from selected core brands – currently Zebra and Elo – you receive one BOOST point. Those points don't disappear in a price list. They accumulate in your personal account and are redeemable for real rewards – not another credit note, but something tangible. Something that sits on your desk or on a shelf. Something you can actually show a colleague.
Before anyone assumes we've suddenly become overly generous by giving away our margin, let me assure you: The economics behind BOOST are calculated down to the last detail. The difference is not the value. The value is almost identical to what it could have been as a discount. The difference is that you actually notice it. A discount quietly disappears into the purchase price. A reward that you actively redeem creates a completely different experience.
So why build an entire programme – with a catalogue, a prize wheel and everything that comes with it – when we could simply have reduced prices by exactly the same amount? Because visibility changes everything. I've written before that true partnership doesn't mean giving everyone the same benefits. It means investing most in the partners who invest most in us. That philosophy needs a memory. A points account is exactly that memory. It shows you – in black and white – what your loyalty has been worth over the course of a year instead of hiding it across dozens of invoices that nobody ever adds together again. And the monthly prize wheel? It's exactly what it looks like. Not a mystery box. Not an auction. Not a game of chance. Just a small, transparent bonus on top – something that costs nobody much, yet still makes people smile.
I'm not suggesting BOOST will end discussions about pricing. Those conversations will always exist, and rightly so. But alongside price negotiations, we wanted to create something that isn't renegotiated every time a new price list appears. A balance that simply keeps growing as long as your business grows with us. No fine print. No annual reset. Just points that stay with you long after a discount has been forgotten.
So remember this: »A discount disappears into the calculation. A points account remains visible – as long as you're still counting.«
Why We’re Investing Millions to Become the Efficiency Champion of Distribution
Distribution is a business with tight margins – and our customers have every right to expect both: outstanding service and competitive pricing....
Distribution is a business with tight margins – and our customers have every right to expect both: outstanding service and competitive pricing. The only way to deliver both consistently is through uncompromising efficiency.
That’s why, over the past 18 months, Jarltech has launched the largest investment program in the company’s history.
Fully automated logistics: Our AutoStore warehouse in Usingen picks and processes orders around the clock – faster, more accurately, and more scalably than any manual warehouse. Orders placed until late in the evening are still shipped the same day and handed over to parcel carriers via our own truck deliveries.
AI in every process: From technical support requests that are answered within seconds using manufacturer expertise and knowledge from countless previous support cases, to intelligent inventory and pricing management, and the automatic identification of the right accessories for every project – we use artificial intelligence wherever it helps our customers move faster and makes our processes leaner.
End-to-end digital processes: From our webshop and the new Boost rewards program to order processing and returns management, every step is seamlessly connected – without media breaks, unnecessary delays, or manual handovers.
Our goal is ambitious: we want to become the most efficient distributor in Europe. Not for the sake of efficiency itself, but because every euro we save through smarter processes is reinvested into better service and more competitive pricing for our reseller partners. At the same time, it makes our distribution services more cost-effective for our vendor partners.
For our partners, this translates into tangible benefits: dedicated personal contacts, smarter and more responsive service, best-in-class inventory availability, competitive market pricing – and a partnership built for the future.
Distribution dynamics: why »cheap at any price« doesn’t work in B2B distribution
»Cheap at any price« may be a great slogan for consumers buying a television once every few years....
»Cheap at any price« may be a great slogan for consumers buying a television once every few years. In B2B distribution, however, it’s one of the most expensive misconceptions there is. Because the distributor with the lowest price is almost never the one that costs you the least. It sounds contradictory, but it's simply a matter of arithmetic.
Take the reseller who consistently buys from whichever distributor has the list price that’s two per cent lower. Sounds perfectly sensible. Until the day the exact device needed for a customer project is out of stock. Suddenly, the end customer is at a standstill, the roll-out is delayed, engineers are booked but left waiting around, and the competition couldn’t be happier. So what did they save? Two per cent on the purchase price. What does the disruption cost? Several times that amount. Product availability isn’t a nice extra – it’s part of the price. It just doesn’t appear on the invoice.
The same applies to everything I’ve covered in this series. Payment terms that give a reseller breathing space. Credit facilities that keep the business moving. An RMA process that replaces a faulty unit quickly instead of leaving them waiting for three weeks. Configuration services that save valuable time. A knowledgeable person on the end of the phone who actually understands the product. Every one of these things has value – and the cheapest supplier is often the one that’s cut back on exactly these areas so the price on paper looks more attractive. You'll still pay the difference. Just later, somewhere else, and usually at a much higher cost.
I’ll say this quite openly, even if it goes against the stereotype of my own industry: distribution isn’t a price war – it’s a business built on trust, with a price tag attached. If you buy purely based on price, you train your suppliers to behave in exactly the way you least want them to. They cut back on service, inventory, accessibility and support, because suddenly everything revolves around the second decimal place. Then everyone acts surprised when nobody is there when it really matters.
Don’t get me wrong: price matters. We fight every day to remain competitive, and any distributor that’s consistently overpriced deserves to lose business. But price is only one variable among many – not the only one. The real question isn’t »How much does the box cost?« It’s »What will this business actually cost me in the end – including the days when things go wrong?« That’s the principle of total cost of ownership, and when you look at the total cost, the cheapest option is rarely the most economical.
The truly good buyer understands this. They negotiate hard on price – and still buy from the supplier they know will deliver when the pressure is on. Both at the same time. That's not sentimentality; it’s professional procurement.
So remember this: »The cheapest supplier is the one with the smallest invoice – and the biggest hidden costs.«