Strategies for Controlling Seasonal Online Marketplace Sales
Seasonal products have a relatively short shelf life of highest demand, which equates to highest profitability. Brands whose top products have seasonal sales cycles face significant challenges from diverters and arbitrage resellers that take advantage of retailer sales that overlap the brands’ peak season.
Brands can take back control of their distribution, and vastly improve performance during the peak season for its products with a holistic channel control strategy that focuses on driving the vast majority of sales through their desired marketplace GTM strategy - whether 1P, their own 3P storefront, or another authorized 3P seller- in a manner consistent with their hard earned brand value, while simultaneously stopping unauthorized sales and improving business in traditional brick and mortar channels.
In this Vorys eControl webinar, Tim Ardizzone, of counsel in the Vorys Cincinnati office, discussed each of the components brands must implement for a holistic channel control strategy in the eCommerce age.