Online marketplaces have dramatically disrupted the way people shop, changing traditional retail patterns and creating a new competitive landscape. Many brands are struggling to control their image and the sale and quality of their products in this digital age. This lack of control is resulting in channel conflict with brick-and-mortar partners, brand equity erosion, adverse consumer experience, negative reviews and lost sales.
A key to gaining control of online sales is understanding the new operating environment and the pitfalls of remaining idle. In this virtual discussion, Mark Leonard, General Counsel at Jelly Belly Candy Company, and Daren Garcia, Partner at Vorys eControl, share business and legal strategies critical to controlling online marketplace sales to protect the consumer experience, preserve brand equity and improve both revenue and profit. This webinar will explore:
- Today’s challenges – and opportunities – for CPG brands
- Why holistic channel control strategies are required for omnichannel success
- Ways a data-driven control strategy drives meaningful, measurable impact on company revenue and profitability
- How to drive early wins, make a business case and achieve the buy in for business changes required for increased control