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Is it time for Brands to Go Direct to Consumers Online?
August 10, 2010
FROM RETAILWIRE:
It's time for brands to seriously consider cutting out the middlemen. In this case, that would be retailers, according to Bob Egner, VP of global marketing for EPiServer, in an opinion piece on the Brandweek website. Is it time for brands to take greater control of the brand experience by selling directly to consumers either online and/or in stores?
[more...]
The issue is whether the brand's products are true destination items, or not. Apple is the classic example where consumers simply must have what they have to offer. But if the brand is not a destination item, the brand does need a retailer.
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