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Industry experts Mike Massey, Eoin Comerford, and Steve Gendron discussed strengthening brand-retailer relationships, navigating the evolving retail landscape, and optimizing in-store performance.

How Brands and Retailers are Evolving their Partnerships? And What Strategies you, Mike and Eoin think are really showing promise? And Where do You Think There’s Some Opportunities for Improvement.

Brands and retailers are evolving partnerships by bridging online research and in-store purchasing. Companies like Locally help consumers find nearby stores for the products they seek, enhancing the shopping experience without creating competition between channels. This strategy boosts foot traffic from online efforts, emphasizing collaboration over competition.

How do You, Mike Accurately Attribute Local Sales Online to Offline Actions While Ensuring E-Commerce Receives Appropriate Credit for the Sale?

To accurately attribute local sales from online actions while ensuring e-commerce receives appropriate credit, two primary methods are used. First, tracking the traditional funnel, which follows online engagement through to local transactions like Bopus, Robus, or same-day delivery. Second, analyzing changes in local inventory based on higher-level consumer behaviors. By combining these methods, a holistic view of consumer behavior is achieved, ensuring both online and offline actions are appropriately credited.

What are the Main Pitfalls that Brands Have in the Relationship with Retailers? And How do they Fix Them? Without Diluting their Brand Strength?

The main pitfalls brands face with retailers include allowing too many dealers, leading to discounting and unauthorized sales. Brands can fix this by establishing and enforcing authorized dealer profiles, managing dealer representation, providing training, and maintaining open communication. Offering differentiated assortments also helps protect and support specialized dealers, ensuring knowledgeable service for consumers.

It’s Important that Employees are Not Only Solely Driven by Incentives, but are Motivated to Provide Excellent Service and Work Towards Collective Team Goals and Store Budgets. Do ENDVR Consider this Balance When Creating the Games or Tasks? And if so, How do you Achieve it?