If you are a consumer product manufacturer who wants to increase or maintain the value of your brand, the first thing you should realize is that going direct is not just about online sales, but building and maintaining brand value as well.
In a recent webinar with Viking Range called “Getting Serious About Going Direct: How Manufacturers Can Develop an Optimal Web Strategy for Their Brand,” Sucharita Mulpuru, principal analyst at Forester Research, explains that there are a number of go-direct online strategies and that choosing the right strategy depends on your market and business needs. Mulpuru points out that more retailers are going online to preserve their revenue and margins while also reducing inventory, and consumer product manufacturers must compete to maintain sales levels. She provides a framework for choosing the right strategy and data to build a business case for investing in that strategy.
Tim Tyler of Viking Range, who joins Mulpuru in the webinar, says the benefits of going direct go far beyond online sales and that doing so helps maintain brand value and support the product life cycle. He shows the wide range of Web-based features that Viking Range uses to support purchases and build brand value across channels.
Malpuru points out that 62 percent of Web buyers are brand loyal. Check out the full webinar, to learn how to maintain – and increase – that loyalty.
Nina McIntyre
Bill Zujewski
Frank Lord
Cid Jenkins
Ryan Hoppe
Kelly O’Neill
Damien Acheson
Allison Knowles