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.
According to Mr. Egner, you need only look to the likes of Apple and Nike to see what they have done with their own direct-to-consumer selling ventures (Apple Store and Niketown) to understand the potential of brands to grow by controlling the retail experience.
The most direct means for brands to reach consumers is through the internet and some, such as Procter & Gamble and Columbia Sportswear, are moving in that direction.
Brand marketers, Mr. Egner wrote, are wise to go in this direction because it helps them reduce the number of "missed merchandising opportunities such as cross-sell and upsell" that occur when a retailer with no particular reason to sell one brand over another is handling interactions with consumers.
Mr. Egner sees brands and retailers on equal footing today when it comes to developing a web presence.
"New technologies makes it faster and quicker for companies to be able to engage visitors, manage the transaction processes, incorporate social tools such as blogs, ratings and product reviews -- all to deliver a more engaging online experience overall," he wrote.
Discussion Questions: Is it time for brands to take greater control of the brand experience by selling directly to consumers either online and/or in stores? Are there lessons for all brands from the experience of others such as the Apple Store, Niketown, Procter & Gamble, etc.?