Multichannel Sales Strategy

Brands need to make two strategic decisions about how they competitively represent their products online:

1. Online product availability: purchase vs. demand-generation

2. Online pricing: channel optimized vs. equal to retail

Multichannel Sales Strategy

 

 

 

 

 

 

 

 

Managing Sales Channel Conflict

* Some sales channel conflict is inevitable

– Between brands and retail/etail partners

– Silos within the brand’s organizational structure (e.g.retail sales vs. ecommerce).

* Be aware of retailer perceptions


– A brands’ direct-to-consumer online prices may be interpreted 
as de facto MSRPs.

* Brands typically go through three phases of 
managing sales channel conflicts:

– Avoiding them

– Managing them

– Rationalizing them

Evolution of Ecommerce Strategy

Evolution

 

 

 

 

 

To Be Continued………..

 

Ref:

1. Jie Zhang, Paul W. Farris, John W. Irvin, Tarun Kushwaha, Thomas J. Steenburgh and Barton A. Weitz (2010). Crafting Integrated Multichannel Retailing Strategies. Harvard Business School Working Paper 09-125.


2. http://www.zeromomentoftruth.com/google-zmot.pdf , p. 16.

3. Mastering Online Customer Acquisition: Ecommerce & Digital-Influenced Sales. Stacy Smollin Schwartz.

 

 

 

 

Arafat Manliki

I am a brand marketing communications professional and a digital marketing expert with years of quality education & experience. I can also be referred to as one of Nigeria’s leading consumer tech lifestyle enthusiast. My interests include but are not limited to technology, gadgets, Soccer, traveling and a strong passion for music.

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