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Four Channels for Success

By May 15, 2020June 24th, 2021No Comments

What Every Brand Should Consider This Year

As we kick off the new year and the new decade, brands should take time to review their Channel Sales Strategy with fresh eyes. We believe the four channels that brands should critically look at this year are their Direct to Consumer Website, their Brick and Mortar strategy, their Social Media and the most frequently overlooked channel: Amazon.

The Four Channels

Amazon: A frequently overlooked channel by brands. While Amazon was initially a channel that attracted re-sellers, it has since evolved to prioritize relationships with brands. This is critical from a channel protection and brand control standpoint.
DTC Website: Every brand needs to ensure that their Direct to Consumer Website is offering their customers a premium experience. This should be the “Gold Standard” where a brand reserves the most control. If the direct website is lacking, it can derail the customer experience.
Brick & Mortar: As eCommerce grows year over year, there is an increasing notion that this channel is on the decline and should not be prioritized. While eCommerce has certainly influenced and changed Brick & Mortar retail, it is evolving and remains an incredibly important channel.
Social Media: Traditional brands cannot overlook the power that social media has. Today brands can partake in advertising, collect invaluable data about their consumers, and sell to them directly. Social Media isn’t going anywhere, and if you haven’t invested energy here in the past, now is the time!

Where Do You Go From Here?

There are several approaches that brands can take when it comes to Amazon. These include selling via Seller Central, selling via Vendor Central, employing a Hybrid Method, or avoiding Amazon altogether. The last option is considered a strategy because brands must be intentional about their omission of Amazon. This was a strategy the Mystery Ranch was seriously considering before deciding to move forward with a Seller Central sales strategy.

Mystery Ranch & Amazon

The two factors that initially pushed them to investigate Amazon were pricing controls and content management. They, however, found that maintaining control of their brand was the most attractive thing about launching on Seller Central. They knew that this decision would likely be more complicated, but in the end they would have an improved customer experience and maintain positive relationships with their retail partners. Mystery Ranch and 180Commerce worked closely to develop and execute a strategy tailored to Mystery Ranch’s goals and needs for the Marketplace. Today they continue to work together to grow the brand’s market share on Amazon.

If you’re interested in developing a strong Amazon strategy for you brand, please send us an email at success@180commerce.com or request a brand review.

To hear more about Mystery Ranch’s experience launching on Amazon, watch our webinar hosted by the Outdoor Industry Association.  → Watch Here

By Cassidy Wells, Sales & Marketing Manager

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