"How to build effective cooperation between eRetailers and Vendor?" Is a true, seamless cooperation between vendors and eRetailers a myth? What are the key areas of common interest? How to build the most effective cooperation model? I will try to answer these question during my talk.

1. How to build effective
cooperation between
eRetailers and
Brands?
MICHAL WALCZYNSKI

3. Consumers want to buy directly from brands
90% 70% 48%
of suppliers surveyed said their
company now sells directly to
consumers from their company’s
own website**
US survey participants made
purchase directly from
manufacturing site*.
of the consumers that research
a product online, start their
buying journey on the brand
website.
Sources:
*PwC Global Total Retail Survey 2013
** E-Commerce for Branded Manufacturers and Suppliers Report, Retailing Today, Channel
Advisor survey.

4. Why do brands go direct?
Direct relationship with
customers
Fair Share of the demand
created
More Demand and Brand
Recognition
Improved marginsMarket reach expansion
Reduced costs

5. Is Tesla setting up the new path?
SOURCE:
http://www.forbes.com/sites/greatspeculations/2016/03/03/is-
the-direct-sales-model-critical-for-tesla-motors/#caa8be3685f5

6. but…
report that direct sales make up less than
10% of their total sales.
67%
SOURCE:
http://www.rvcf.com/blogpost/1149227/228532/Selling-Direct-Works-for-
Branded-Manufacturers

7. TRAFFIC
BASKET SIZE
CONVERSION
SUCCESS
Redirected traffic
Remarketing
CRM integration
Joint media planning
Social media
Content utilization
eRetailer as a medium
X-selling
eMerchendising

8. Traffic

9. Traffic
Just links Automated links Add to basket

10. If you redirect traffic, seeing
competitors’ banner is not
the best possible option 
1. Identify possibilities.
2. Link you product cards with relevant pages on brand
sites.
3. Link from all marketing landing pages.
4. Prepare offers and links for Vendor CRM mailings.
ACTIONS

11. Joint Media Planning
Looking for new growth engines.

13. Search for unique traffic sources
Source: SimilarWeb.com
1. Cross-check marketing calendars to find
common actions (back to school, winter
holidays)
2. Align your SEM strategy with vendors approach
(bidding strategy, SEO activities)
3. Use remarketing lists from Vendors` sites.
4. Share detailed results and possible new
solution.
ACTIONS

14. Content
ONE OF THE MOST EXPENSIVE SAMSUNG TV
TV PROMOTED IN TV AD

15. #1 Utilize what you can get
Up to 40% uplift in sales on product lines
which now have high quality multiple
images rather than pack shots
• Better content is better than worse content
• It`s almost impossible to create valuable content for all
products.
• It`s better to syndicate content than set it up automatically
(pre-designed content boxes)
ASDA - online grocery picture
Basket conversion rate jump
22.17% with Flixmedia inpages.
Nikon product cards
26 132
28 510
37 366
31 610
86 714
EURO
MEDIA MARKT
KOMPUTRONIK
MEDIA EXPERT
MORELE
SKUs number
Source: Ceneo
Vendors

16. #2 Start listening and be the first…
Source: Google trends, search term: „tv 4k”, Poliand search queries, 2011 -
2016
April 2013 4K/UHD TV
debuted in Samsung
offer
• Product filteres
• Navigation
• SEO articles/ blog posts
• Landing pages

17. #3 Look forward
Customer Care via
messeging apps.
Trainings for your staff.
Bot integration with care
line.
Content for social media. CRM content (live cycle mails)
Area:Actionpoints:
Get and use:
• Hashtags
• Images,
• Videos
• Ton-of-communication
Get materials for your newsletters
(tips and tricks, installation guides,
how-tos, up-selling and x-selling
content).

18. Do you consider your
store as a medium?
MOST EFFECTIVE
TOUCHPOINTS/CHANNELS
REACHING RIGHT PEOPLE
RIGHT TIME
TELLING BRAND STORY
CONVERTING USERS INTO
BUYERS
Brands looking for:
eCommerce can be
real alternative for
classic online
medium.

19. eMerchendsing strategy
0
Business model
Visual strategy
Placements map Rules and
Mechanisms
(eg. Approach to
competitors,
personalization)
KPIs and reporitng

20. eMerchendising strategy
http://www.ao.com/

21. eMerchendisng strategy
http://www.mediaexpert.pl

22. eMerchandising strategy
9 PLACES
4 ORGINAL PRODUCS
1 EMPTY
1 LG PRODUCT 
1 BLANK
X-SELL WITH PROPER PRODUCTS 
1. Get x-selling matrix from vendors.
2. Test and Learn
ACTIONS

23. FINAL REMARKS

24. Final remarks
Get to know vendors’
sales and marketing
strategies
Set strategy toward s
key vendors
Review your
organization (who`s
responsible for
cooperating with
vendors)
Identify key projects,
which can be
supported by brands.
Align your marketing
plan with vendors’
activities.
Identify the biggest
challenges and
address them to the
brands.

25. MICHAL WALCZYNSKI
Digital and eCommerce Manager
mobile: +48 600 089 367