Channel Conflict: eCommerce Edition
Searcy's at the Gherkin, 30 Saint Mary Axe, London, England, EC3A 8EP
London
Summary
Synchronise your channels through digital
Making your products as easy as possible for the end consumer to buy how they want is a winning strategy. In today’s world, combining online and offline distribution channels is a mixed blessing. Whilst there are more opportunities for a business to distribute and sell products and services into the marketplace, this also poses the challenge of conflict across channels.
Is it becoming a catch-22? If you don’t have a strong online presence, are you risking becoming irrelevant in an increasingly online world; if you do have a strong online presence, do you face even more aggressive price competition from online players and risk cannibalizing your own in-store sales?
At our Channel Conflict Dinner we addressed the recognised difficulties and opportunities that brands and retailers are facing with using digital platforms and tools to open new channels.
At our Channel Conflict Dinner we covered some of the most pressing issues that brands are facing including:
- How to grow your eCommerce sales with modest investment without cannibalising the sales from your other channels
- Finding ways to alleviate potential conflict with retail partners both online and offline
- Understanding where your customer is buying and choosing the right distribution channels to invest in
- Connecting your wholesale and direct business through a single interaction with the consumer
AGENDA
18:00 Arrival & Welcome Drinks
18:20 Welcome
Commerce Futures
18:35 Introduction
Dan Mahoney - Head of eCommerce & Customer, Whittard of Chelsea
18:55 Starters (Topic one - Discussion at individual tables)
Pricing by channel, policing, communication with wholesale and retail partners alike when running online promotions
19:25 Topic one discussed as a collective
19:55 Mains (Topic two - Discussion at individual tables)
Globalisation / International trade across channels. How do you avoid competing with yourself and your partners across the new channels (marketplaces / franchises)
20:25 Topic two discussed as a collective
20:55 Desserts (Topic three - Discussion at individual tables)
The options, tactics and feasibility for segmenting your product range across different channels
21:25 Topic three discussed as a collective
21:55 Final remarks / Networking
22:15 Event close
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