In StoreFrontBackTalk, a discussion of manufacturers direct selling to consumers online. This has been avoided for a long time in big CG to avoid antagonizing the very big retail channels that make up such a large percentage of sales. Now Procter & Gamble, and others are taking a more substantial plunge into ecommerce, as the article details. Increased competition within the channel, via private-label and their own ecommerce plans, make it almost a necessity.
Could you say that because the manufacturer knows their own goods best, they can sell them better online? It also permits them more contextual engagement with the shopper. Or did the large retail channels just not care when the ecommerce experiments were such a small percentage of sales?
No comments:
Post a Comment