UKNM: retail conflicts

[Tim Moore]

hi list


a chestnut which may not yet have been cracked:


consumer retail brands rely on the good will of retailers to sell thier

stock for them, right.   so if the retail brand decides to undercut the

rretailer, say by selling directly on the web, then the brand in question

gts demoted to the deepest, darkest corner of the retailers store...or

delisted all together.


it may be a dumb question, but this being the the case, how do the large

consumer brands justify thier consumer facing web presences.  do they:

monetise thier presences in some way; use thier web presence to reduce cost;

justify the web budget by scarng the ceo to appove it because if he dosen't

then they'll look like stoneage cheapskates?


i'll be looking into this more closely, but wondered if anyone had any

thoughts on the subject, or had come across any particularly bright ideas?


cheers


tim



Tim Moore

Senior Account Manager

Startle Digital Marketing

Tel: +44 (0) 20 7341 0965

Fax: +44 (0) 20 7341 0888


www.startledigitalmarketing.com



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