AMT Extends Protect-it Program to Mass Level

AMT Warranty has begun Phase Two of its Protect-it turnkey pre-packaged warranty program that includes adjustments aiming to streamline it for ease of sell-through at the mass merchant level.

The company’s executive vice president, Aleem Lakhani, said at the recent CES that while the first-generation hang cards targeted smaller retailers, cards designed for this next marketing wave are being limited to a two-year warranty extension period and will carry bar codes on their backs that offer varying warranty prices divided according to product price ranges rather than by product category.

“This approach makes it much easier for larger retailers to present the program,” said Lakhani, “because the cards are easily customized to each retailer and their design cuts down the number of SKUs a dealer needs to carry. The key to it is tangibility, simplicity, and ease of access.”