Retailer and distributor agreements had not been updated creating conflicts between traditional and on-line resellers. The brand experienced price degradation with an every expanding online dealer base. To stop the race to the bottom scenario created by online markets, ACK suggested comprehensive authorized reseller agreement for both retailers and distributors. Unauthorized resellers were put on notice and could no longer sell products as new since the product warranty was only available when purchased from authorized or from the company direct. Distributors no longer fulfilled consumers order for non-stocking dealers, which no longer enabled predatory on-line pricing.
Within a few months the distribution channel had dramatic improvements in both the traditional and on-line markets.