What Brands Must Do in 2020

What Every Brand Should Consider This Year

As we kick off the new year and the new decade, brands should take the time to review their Channel Sales Strategy and look at it 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

As mentioned, Amazon has been a frequently overlooked channel by brands for quite sometime. While Amazon was initially a sales channel that primarily attracted re-sellers, it has since evolved and has been putting brand owners at the forefront of their strategy. Amazon is so important to optimize from a channel protection as well as a brand control standpoint.
DTC Website
Every brand needs to ensure that their Direct to Consumer Website is offering their customers the most premium experience. The DTC website needs to be the "Gold Standard" and is the channel where a brand reserves the most control. If a brands DTC site is lacking, it can really derail the customer experience. 
Brick & Mortar
As eCommerce grows year over year, there is an increasing notion that this retail channel is on the decline and therefore should not be prioritized. While eCommerce has certainly influenced and changed Brick & Mortar retail, it is constantly evolving and remains an incredibly important channel. 
Social Media
More traditional brands cannot overlook the power that social media has. At it's inception, social media was a channel that brands could employ to share news and connect with their consumers. Now brands can partake in advertising, collect invaluable data about their consumers, and the introduction of the "shop" function on many platforms such as Instagram will certainly shape this channel into a powerful one. Social Media isn't going anywhere, and if your brand has not invested time and 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, including selling as a third party via Seller Central, selling directly to Amazon via Vendor Central, employing a Hybrid Method (selling segments of their catalog through both), or avoiding Amazon altogether. The last option is considered a strategy because brands must be intentional about their omission of Amazon- with extremely clean distribution channels and MAP policies in place.  This was a strategy the Mystery Ranch was seriously considering before deciding to move forward with a Seller Central sales strategy. 

The two factors that initially pushed them to investigate Amazon were pricing controls and content management, but 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 and involve more strategy, planning and execution, but in the end they would have an improved customer experience and maintain their 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, and 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.

Mystery Ranch | Amazon

To hear more about Mystery Ranch's experience launching on Amazon last year and what they have learned so far, watch our webinar hosted by the Outdoor Industry Association.
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