Wat zijn kanaalconflicten en o welke wijze kan je als fabrikant inschatten of je een conflict zal krijgen met je onafhankelijke retailers. Inclusief een aanpak om ermee om te gaan

1. Managing The Channel Conflict 14 september 2011

2. Channel Conflict Channel Conflictoccurs when manufacturers (OEM’s, brands) disintermediate their channel partners, such as distributors, retailers, dealers, and sales representatives, by selling their products direct to consumers through general marketing methods and/or over the internet through e-commerce.

3. In all layers of the value chain Producer Importer Distributor Retailer E-tailer Physical store Internet store Consumer

4. Why would you sell directly?

5. Becauseyourconsumers want it! ? L L The knower The doubter The searcher R R L L emo ratio emo ratio emo ratio

6. The digital ecosystem engage convert retain service consumers computer mobile infopillars TV Social Networks Online photo and video Widgets Social bookmarking Blogs Mash ups Comparison sites Knowledge sharing User generated content Company.com

7. internet offline other

8. Customer Journey internet offline other

9. Customer Journey (2) internet offline other

10. Customer Journey Consumer (3) internet offline other

11. Customer Journeys: conclusion internet offline other

12. producer retailer showroom dealer dealer do it yourself customer customer customer customer customer customer

13. distributor label x customer customer dealer customer dealer customer customer customer do it yourself brand showroom

15. So every industry is multichannel offline online balls tools clubs apparel handkerchiefs courses travel trolleys

17. Margin

18. Consumer data

19. Ability to control/affect sales process

20. Better quantify marketing spend

21. Fight counterfeit cycle

23. Step 2: is there really a problem? Are the channels really attempting to serve the same end users? Do channels mistakenly believe they are competing when in fact they are benefiting from each other's actions? 3. Is the declining profitability of a player genuinely the result of anotherchannel’s encroachment? 4. Will a channel’s decline necessarily harm a manufacturers' profits?

24. Step 3: Who’s in the driver’s seat?

25. 1. What’s thepower of your brand?

26. 2. What’s the power of your distribution channel? 80%-20%? Distributors in driver seat 80% 20%

27. 2. What’s the power of your distribution channel? 80%-80%? Producer in driver seat 80% 80%

28. 3. How much value does your reseller really add?

29. Strategies to cope with the conflict Added value retailer high low producer power retailers

30. Strategies to handle the conflict Added value retailer high low producer compete power retailers

32. Strategies to handle the conflict Added value retailer high low producer power retailers forward integration

34. Strategies to handle the conflict Added value retailer high low producer guide power retailers

35. Strategies to handle the conflict Added value retailer high low producer power retailers co-operate

36. invoice training availability turnover overviews $ return goods brand distributor dealer invoice service availability $ return goods customer

37. brand distributor manuals availability turnover overviews $ return goods dealer customer $ return goods invoice service availability

38. Example: Shop online pick up at store

39. Guide

40. Shop.CallawayGolf.com

41. cooperate

48. The corporateecosystem.... Campaign website content website Content sites content Mobiel Inspiration Manual Orientation Buy Review sites Videos Info about products and prices service YouTube Fanpage RSS feed Blogs Communities

49. Resume Do your consumers want it? Is there really a problem? Who is in control? Define your strategy

50. But…. 10 years from now there will be no channel conflict anymore.

51. 14 september 2011 Over Jungle Minds

53. Digital strategy

54. Concept & Ontwerp

56. Kennis van klantbehoeften

57. Business kenniséncreativiteit

59. Persona’s & user stories

60. Interactie ontwerp

61. Visueel ontwerp

62. Copy writing

63. Projectmanagement

64. Implementatie

65. Optimaliseren bestaande website

66. Realiseren nieuwe website

67. Implementeren online marketing campagnes

68. Verhogen online sales

69. Optimaliseren online communicatie

70. Usability test

71. Focus groep

72. Persona’s

73. Card sorting

74. Eye tracking

75. Content analyse

76. Online survey

77. Expert review

78. Concurrentie scan

79. Web analytics

80. Reputatie analyse

81. Online strategie

82. Organisatie advies

83. Inspiratie en training

84. Internet Scorecard

85. Online marketing strategie

86. Social media marketing

87. Online reputatie managementAnders kijken. Meer bereiken.

88. Waarom klanten voor ons kiezen? We dragen bij aan bedrijfsresultaten vanuit onze unieke internetexpertise. We creëren onderscheidende online strategieën, concepten en designs. We leveren solide onderbouwing vanuit onderzoek. We zorgen voor een efficiënte realisatie van uw online activiteiten. We staan onafhankelijk in de markt. 100% van onze klanten zijn referenties.

89. Onze literatuur De Internet Scorecard 2.0 FinestFifty e-commerce (zeven edities) Columns van Joost Steins Bisschop gebundeld Wekelijks artikel op Frankwatching.com > 30.000 boeken verkocht > 500.000 keer onze artikelen gelezen

90. Jungle Minds | digital consultancy Eduard de Wilde Weesperstraat 81 (T) +316 34 15 20 93 1018 VN Amsterdam (E) eduard.de.wilde@jungleminds.nl(T) 020 - 514 14 14