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On May 1st Digital BrandWorks, an INC 500 digital consultancy, and Greenberg Traurig, an international law firm, pulled together some of the best thought leaders in ecommerce strategy, policy and execution to hold a panel discussion on the state of ecommerce today.
This event was the first in a series that will focus on how manufacturers and retailers can increase sales, protect margin, develop legal and comprehensive pricing policies to generally protect their brands online.
Joe Scartz, the CMO of Digital BrandWorks, spoke about the trends in ecommerce that impact every business. Specifically he covered:
How shopping has changed as ecommerce has continued to grow. Ecommerce is now 6% of total retail sales
The pain that bricks and mortars stores have experienced during this transition
The rise of Amazon as a preeminent retail player
Top Ecommerce categories
Brands selling direct
Mobile shopping growth
Showrooming and its impact on business
The growing trend of reverse showrooming
Omni-channel marketing and retailing and the future of retail
Tony Chvala, VP of Marketplace at Sears, spoke about tax issues facing etailers and tax nexus issues.
Irv Scher, Partner at Greenberg Traurig spoke about MAP policies and related ecommerce pricing issues. Specifically he covered:
Selecting customers and limitations placed on those customers
Resale price maintenance
Areas suppliers should stay away from when having pricing discussions
Minimum Advertised Price Policies
Steve Wadyka, Partner at Greenberg Traurig spoke about Brand Enforcement Online. Specifically he covered:
Challenges facing brand owners in internet enforcement
Search engine and keyword advertising
Domain name registrars
Counterfeiting and fraud as related to auction sites, online marketplaces, web hosting providers, payment processors and social media
Joe Scartz spoke about increasing online sales and protecting margin. Specifically he covered
Minding your brand
Knowing how to monitor your brand online
Review of a SKU Score which diagnoses problems related to product listing, pricing, sellers, product score, distribution on ecommerce retail sites
Selling direct as a manufacturer
Marketing and merchandising in the online channel
Managing online retailers to increase velocity
We’d like to thank everyone who attended the event and everyone that organized the event for making this an insightful and valuable gathering.