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.
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.