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If you're a manufacturer that sells through dealers and retailers, you've probably asked the same question: is our advertising actually driving sales? Until now, that question has been difficult to answer. The Armanet Co-op Program was built specifically for brands that sell through retail partners, giving manufacturers visibility into retail sales that simply hasn't been possible before.
Through Armanet's unique partnerships and integrations with participating retailers, brands can run advertising campaigns that drive customers to retailer websites while gaining UPC-level attribution on the sales those campaigns generate. For brands that don't sell direct, this provides visibility into sales they could never previously measure. For brands that sell both direct-to-consumer and through retailers, it completes the picture by measuring the revenue happening beyond their own website, providing a much more accurate view of advertising performance.
If You Don't Sell Direct, This Was Built for You
Many of the industry's most recognized brands rely almost entirely on retailers like Brownells, Scheels, Guns.com, OpticsPlanet, and others to get their products into customers' hands. That's great for distribution, but historically it's made advertising difficult to measure. Once a customer clicked an ad and landed on a retailer's website, visibility stopped. You knew your advertising generated interest, but you couldn't see what happened next.
The Armanet Co-op Program changes that. Through our participating retail partners, Armanet securely matches retailer purchase events, including the UPC, quantity, and purchase price, back to the advertising campaign that influenced the sale. Instead of relying on delayed sell-through reports or assumptions, manufacturers gain deterministic attribution tied directly to the products they advertise.
Already Selling Direct? You're Only Seeing Part of the Story
Even if your website generates direct sales, it likely represents only part of your business. Many customers research on a manufacturer's website before purchasing from their preferred retailer, while others click an ad and immediately buy from a dealer they already know and trust. Without retailer attribution, those conversions never appear in your reporting.
The Armanet Co-op Program extends visibility beyond your ecommerce store and into participating retailer sales, helping you understand the full impact of your advertising. It doesn't replace your direct-to-consumer reporting, it completes it.
Support Every Retail Partner From One Platform
The Armanet Co-op Program does more than measure retail sales. It gives manufacturers a better way to support the retailers that sell their products.
Rather than treating co-op as a reimbursement program, Armanet turns it into a modern advertising strategy. You control the creative, messaging, products, and destination while Armanet handles campaign delivery and attribution. Whether you're launching a new product, promoting a rebate, introducing a new optic, or running a seasonal promotion, you can direct customers to the retailers that matter most to your business.
Because Armanet supports unlimited campaigns, you're not limited to promoting a single retailer. You can launch one campaign or dozens simultaneously, directing customers to Brownells, Scheels, Guns.com, OpticsPlanet, and other participating retailers at the same time. Run retailer-specific promotions alongside evergreen brand campaigns, support multiple dealer events, or highlight different product lines, all from one platform.
Your retail partners benefit from professionally managed advertising that helps move inventory. Your sales team strengthens existing retailer relationships without adding operational complexity, and your marketing team maintains complete control over every campaign. Every sale is then attributed back to your advertising by UPC, giving you a clear understanding of which retailers, campaigns, products, and messages are driving results.
Better Data Leads to Better Decisions
Knowing that a campaign generated revenue is valuable. Understanding why it generated revenue is what helps you improve future campaigns.
The Armanet Co-op Program provides insight beyond the final transaction by showing which retailers are performing best, which products resonate with different audiences, which creative is driving engagement, and where future marketing dollars should be invested. Instead of making decisions based on incomplete reporting, manufacturers gain the data needed to strengthen retailer partnerships, optimize campaigns, and confidently invest in what works.
Modern Advertising Shouldn't Stop at Your Website
For years, manufacturers have had to accept that much of their advertising impact couldn't be measured once customers left their own website. The Armanet Co-op Program changes that by connecting advertising to retail sell-through in a way that has never before been available in the firearms industry.
Whether your business sells exclusively through dealers or combines direct-to-consumer sales with a strong retail network, you deserve visibility into the full impact of your marketing investment. The Armanet Co-op Program helps you support your retail partners, better understand the value your advertising creates, and make smarter decisions with data that extends far beyond your own website. It's another step toward Armanet's mission of bringing the modern advertising capabilities every industry expects to the firearms industry.