Cross-Channel Messaging & Branding
With a single channel, it's easy to control and track the messages and branding attached to your products, but it becomes exponentially more difficult as you add more channels, each of which has its own requirements, nuances, and best practices
Also, with the rise of open online marketplaces, globally transparent and dynamic advertised pricing has become the new reality in virtually every product vertical. A whole industry has rapidly emerged in which unauthorised retailers obtain products from brands' distribution networks in myriad ways and list them online- typically at discounted prices given that they have had to make no investments themselves to bring the products to market. Once these discounted products are listed online, they begin to disrupt marketplace pricing algorithms, which, in turn, disrupt prices across other channels, and a downward spiral ensues. The end result is thwarted eCommerce sales growth, massive channel conflict and impaired brand value, which, left unchecked will get only worse.
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