Behringer is exploring “direct-to-customer shipping” with delivery from its factoryTired of lengthy wait times, shipping delays, and the disappointment of dealers not stocking the gear you crave? Music gear enthusiasts may soon have reason to celebrate as German audio equipment manufacturer Behringer says it is exploring a “direct-to-customer shipping” option with delivery straight from the factory.

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The move would “help ensure faster delivery and access to all our products, especially those not carried by our retailers,” says Behringer in the Facebook post.
“We do cherish our super partner relationships and would consider this as an additional channel to ensure we can reach customers in areas currently under-served,” the company adds.

As it stands, the proposed direct-to-customer shipping model would represent a significant shift in Behringer’s distribution strategy. Currently, like most manufacturers, Behringer relies on a network of retailers and distributors (e.g. Sweetwater, Thomann, Amazon) to get their products into the hands of users.
By cutting out intermediaries and shipping directly from their production facilities in China, Behringer could significantly reduce delivery times and potentially reduce costs associated with traditional distribution channels. For fans, this means quicker and greater access to the company’s wide range of products and new releases.
And while the response to Behringer’s latest suggestion appears to be mostly positive judging by the comments section (“This is great for people who live in remote areas,” said one) several users have also raised questions about how the company would deal with issues like returns, gear repairs, and customer service.
“Great idea, but it should include the same kind of return policy/ guarantee that a dealer normally gives,” wrote user John Rasmussen, while another warned: “You’d have to be able to do a great job at it. Sweetwater is great. I get great service from them. I’d want Behringer to match or exceed the service I get from them.”
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