In this episode, host Greg introduces the topic of sales channel conflict, a common issue for brands selling through multiple online and offline channels, such as Amazon, TikTok, Etsy, and physical retailers like Costco. This complexity can obscure marketing performance, customer acquisition costs, and sales attribution due to the intricate and messy nature of customer journeys. Greg shares a fictional yet realistic customer journey to illustrate how varied and complex the path to purchase can be across different sales platforms, highlighting the challenge of sales channel conflict.
Guest Jason Richardson, from Genesis, shares his journey from helping his brother scale a foldable baby bathtub company to launching his own agency focused on helping brands navigate multi-channel sales strategies, particularly on Amazon. Jason discusses the nuanced differences in consumer behavior and conversion rates across platforms like Shopify, Amazon, and TikTok, emphasizing the importance of understanding these differences to tailor brand strategies effectively. He also touches on the challenges of maintaining pricing parity across channels to avoid conflicts and ensure a harmonious relationship with various retail partners.
The conversation shifts to strategies for managing sales channel conflict, including the importance of pricing parity and offering channel-specific promotions or exclusive SKUs to navigate the competitive landscape without cannibalizing sales across platforms. Jason and Greg explore the implications of different pricing strategies for overall profitability and how understanding the costs associated with each sales channel is crucial for setting sustainable retail prices. Finally, Jason reflects on the rapid changes in the business landscape due to AI and suggests that brands need to adapt and figure out their stance towards leveraging AI for growth and staying relevant in their industries.
Episode Links
- Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
- Jason Richardson LinkedIn: https://www.linkedin.com/in/imjrich/
- Genesis: https://gensm.com/
https://www.stryde.com/crossroads-commerce-strategies-managing-sales-conflict/
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