To sell direct or not – the big brand challenge of 2017

To sell direct or not – the big brand challenge of 2017

Brands selling direct to consumers puts the brand back in the driving seat and opens dialogue that might have been missing previously. But does that mean a better customer experience?

Consumer behaviour Retail Customer experience

Customer expectations are constantly increasing – this is not breaking news. They demand a seamless experience and they want to engage with the brands they love beyond the product on offer. Social gave a voice to the brand. It made brands more human, and now, they have an opportunity to sell direct and provide better, richer experiences for customers.

Nearly half of all branded manufacturers sell at least some products directly to consumers from their own website. Brands are the product source and therefore in a unique position in the world of e-commerce. It makes sense.

But, selling directly to consumers doesn’t mean a brand is providing a better experience. Insight is needed, customer strategy and understanding is vital and the right culture is fundamental to the success of going direct.

Recently, Campaign in partnership with ChannelAdvisor surveyed more than 100 marketers to discover their e-commerce challenges. This webinar will uncover the findings and we’ll discuss the best ways to approach selling direct.

Tune in on 11 May, where we’ll be hearing from a top brand speaker to discuss your key challenges and questions.

We’ll cover:

  • The challenges brands face when considering going direct and how we can best address these issues

  • How to strategically approach direct selling and the steps to success

  • Measurement and gaining customer feedback – which analytic tools and platforms are available to maximise reach, measure success and generate vital insight

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Speakers

Tom Stone Tom Stone Senior Product Manager L'Oreal Bio
Mike Shapaker Mike Shapaker Vice President and Managing Director Europe at Channel Advisor Bio
Emily Tan (Moderator) Emily Tan (Moderator) Technology Editor Campaign UK Bio
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