The new Nikon US pricing policy explained

I just received this internal email from a major US retailer about the new Nikon pricing policy (few sentences were removed in order to protect my source):

New Nikon Pricing Policy

Nikon has announced a new Unilateral Pricing Policy on many cameras and lenses for the entire retail market. This should clean up the marketplace from discounting and non-authorized sellers. We are FULLY supportive of this program.

Beginning, this Sunday, 10/16/11 the following models will be covered by this program:

  • D3100 all configurations
  • D5100 all configurations
  • D7000 all configurations
  • Nikon 1 – J1 all configurations
  • Nikon 1 – V1 all configurations
  • 70-300mm f/4.5-5.6 VR
  • 14-24mm f/2.8
  • 24-70mm f/2.8
  • 55-200G VR
  • 16-55mm f/3.5-5.6 VR
  • 16-105mm f/3.5-5.6 VR
  • 35mm f/1.8
  • 70-200mm f/2.8 VR
  • 18-200mm f/2.5-5.6 VR
  • 24-120mm f/4 VR
  • 55-300mm f/4.5-5.6 VR
  • 50mm f/1.8G
  • 40mm f/2.8 Micro
  • SB-700

What does this mean to us?
NO DISCOUNTING AT ALL.
POS pricing only.

Low Price Guarantee should not be an issue; all legitimate Nikon dealers will be honoring these prices. But – just to be sure we are very clear, you cannot alter our posted prices on these products. Let us know if you believe a vendor is violating these pricing policies- but do not match the price. We cannot offer price match with these models in any form. This means you cannot work around these exclusions by offering the customer the Gift Card version of the price match, and later redeem it by purchasing one of the listed products. We need to honor Nikon’s “Unilateral Pricing Policy” completely and not try and work around them in any fashion. To do so could cost us much more than the few sales we may gain. This program has severe penalties for any dealer who violates the program. We need your help here!!! New 4x6 Price cards will be sent. New signs and brochures will be updated.

No Associate discounts will be offered, however, Nikon’s Personal Purchase program is available for all of these items. The reality is – Nikon’s program works to our advantage. You can look the customer in the eye and know they cannot get a better price from any legitimate source. Most importantly, they have you with the knowledge and service you provide, which separates us from all of the others.

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