Black Friday and Cyber Monday are right around the corner, so it’s time for manufacturers to do a prep-double check. Most manufacturers are thinking "my job is done, it's all up to retail and my partners". Think again. Today original manufacturers can make a major impact on holiday sales - regardless of whether you sell direct or not.
It’s not too late! There are still a few key things you can do to help boost holiday sales.
1. Make sure your main website is ready for prime time
A recent study found that 65% of shoppers visit a manufacturer's direct website to research a product prior to purchase. Your website needs to present your products in a clear, salable, format—whether you take sales or not.
This starts with polishing your product details. A full 70% of manufacturer sites we’ve studied have missing or inaccurate product information on the main site. This includes everything from inaccurate specs to missing images and even missing products. The time is NOW to do an audit and g
Black Friday and Cyber Monday have come and gone, so most manufacturers have 'checked out' on the holiday season. If you walk around a manufacturer's or publisher's office this time of year, you wouldn't think it's the busiest time of the year. Most organizations are focused on 2016 budgets, new product plans, and 2016 forecasts, with the occasional glance at the POS reports.
To quote one manufacturer: "all of our heavy activity is leading up to the holidays; our partners take it from there. We don't sell direct." That may have been true in years, past, but original manufacturers have a major impact on holiday sales - regardless of whether or not you sell direct.
A recent study of 5,000 shoppers found that 65% of have visited a manufacturer's website as part of researching a product over the last year. Not presenting your products in a clear, salable, format is just a mistake. Key things you can do this week to help sales include:
1. Polish the product details on your site: Yeoman
Just Do It - living your motto. Can a manufacturer sell direct and not kill their channel? It's a question every manufacturer or publisher asks in every industry You've heard all the objections:
It will cause too much conflict with our existing channel
We can't fulfill small orders
We won't be able to generate any sales
It will cost too much
Nike had the same questions too, but dug in and took their own logo to heart. They started a 'direct model' a few years ago; combining online and a retail presence to engage customers directly. Stores are hard; but online clothing is one of the toughest ecommerce transactions to support; size, color, and fit all require great data or you'll be swamped with massive returns.
How have they done? How does a 50% increase in online sales sound? And that's not 50% of 10 million. E-commerce sales surpassed the $1 billion mark last fiscal year. In fact, their entire direct-to-consumer sales topped $6 billion this year—a full 20% of the company’s t
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