Dash and albert discount11/27/2023 That led to some tough conversations.Ī lot of our partners said no, and that’s fine. “We want it to be a special thing when we’re on promotion.” The next step was trickier: making the brand's own promotions consistent across all platforms. “It will at least be cut in half this year,” says Monica Cleveland, chief marketing officer. To start, the company decided to radically scale back the promotions it offers through its own e-commerce platform. The solution to those challenges was simple, but risky: Reset Annie Selke’s entire online presence. She heard us, and listened to the kinds of challenges that we were facing.” “The great thing about Annie Selke is that she listens to traveling reps and brick-and-mortar showrooms. He carries Annie Selke products in all five Codarus locations (his traveling reps sell the brand as well), and has worked with the company for 13 years. “We have been shopped on occasion,” says Cody Ables, CEO of multi-line to-the-trade showroom Codarus, referring to the practice of customers finding promotional prices online, while in a shop. “One retailer had our products on sale 65 percent of the time.” The constant promotions were dragging down the brand’s aspirational image and-more importantly-they were causing Annie Selke’s brick-and-mortar partners to get showroomed. “Once you really started to look, you could find our products on sale online at any point during the year,” Kevin McDaniel, vice president of business development, tells BOH. Like many manufacturers, Annie Selke has explored a variety of partnerships to take advantage of the e-commerce boom, but in recent years the company’s leadership started to see online ubiquity as a net negative. The change is effective immediately, but internal discussions have been percolating for some time. Annie Selke is rebooting its entire e-commerce strategy Courtesy of Annie Selke
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