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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...]
Apple--yes. Snapple--No.
Sure the direct route is good for high profile and/or high ticket brands, but does anyone actually think consumers are going to go to 20 or more websites to do their weekly shopping?
If they do, I think they need to think again.
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