Shop in Shop: this is another way for manufacturers to drive their distribution network, it is an e-commerce environment dedicated to a manufacturer and integrated into the sites of their resellers. Greater brand consistency all over the network of online e-commerce partners: strengthen brand awareness
Crucial questions are :
- Customisation
- personnalisation
- pricing (one price for the platform versus one price per reseller)
- stock information
- Easy technical integration
- Marketing animation
- Centrally managed by e-nitiative or the by the manufacturer
- Shared investment on content aggregation and broadcasting: mutual benefits for both the manufacturer and their channel
- Business agility: marketing messages and promotions can be quickly deployed all over the network from the manufacturer's website to the reseller partners' e-commerce platforms
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