Steve O4B
Optics4Birding.com
A word about retail pricing in the binocular market in the USA. There are two basic prices shown to the public: MSRP (Manufacturer's Suggested Retail Price) and MAP (Minimum Advertised Price). Most manufacturers enforce a MAP policy. This prevents the giant retailers from from undercutting the small retailers, who usually have better customer service with people who are trained to answer the difficult questions and help customers make an informed decision on their optics choice. Some manufacturers do not separate MSRP from MAP in order to better enforce pricing. Retailers who violate these policies are often refused new product or even lose their dealerships.
Most manufacturers would prefer to sell multiple units to dealers rather than single units to private customers. These are the ones who use both an MSRP and an MAP. The manufacturer sells on their site, but only at MSRP, encouraging the consumer to shop around and find a dealer at MAP.
Most manufacturers would prefer to sell multiple units to dealers rather than single units to private customers. These are the ones who use both an MSRP and an MAP. The manufacturer sells on their site, but only at MSRP, encouraging the consumer to shop around and find a dealer at MAP.