Pieter Lemstra’s Post

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Award Winning Sales Leader | #1 VP Globally, 4 Yrs Running | Ex-Google | From $1M to $220M Start-up Exit | Top 10% AE at Google | SaaS & Tech New Business Sales Specialist | Dutch Speaker

Great example of how one brand's sales decision can have a detrimental impact on its overall perception and brand equity... Easier said than done, but ensuring that your GTM decisions (i.e. heavy discounting) in one channel don't negatively impact your overall #connectedcommerce strategy is increasingly important where both your retailer partners AND end customers are present across all on/offline platforms. Again, #connectedcommerce!

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Reseller and Pricing Problems Online? Lets Talk | Online Brand Protection Specialist | Founder at Brand Guarde

Stop selling your liquidation to TJ Max! It's killing your brand value. Story time. A beauty brand with 200 SKUs starts selling into TJX to offload near-expiration products retailing for 50% off of their wholesale price. 𝗧𝗵𝗲 𝗣𝗿𝗼𝗺𝗶𝘀𝗲: ⭐ Get rid of nearly unsellable inventory so you don’t take a complete loss. ⭐ It's going into a retail channel and will get sold in small quantities to consumers looking for a deal. ⭐ You might even score some new loyal customers. 𝗧𝗵𝗲 𝗥𝗲𝗮𝗹𝗶𝘁𝘆: ☠️ They notice dozens of resellers jumping on their Amazon listings selling way below their MSRP (like 60% below). ☠️ A $99 product is being sold for $38.  ☠️ Other distributors and retailers start complaining that they can’t compete. A reseller with 2-5 units doesn’t seem like a big deal until you get 50, 100, 941 of them competing against you. That last number is a true story of the worst case we have seen to date and it cost them millions in lost profitability and rejected retail deals. Think very wisely about your liquidation, promotions, and D2C website deal strategy. They have ways of filtering back into the resale market. To sum it up:  Don’t trade a short-term bump in sales for long-term price and distribution disruption.

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