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For eBusiness & Channel Strategy Professionals

All Brands Need A Full-Fledged Digital Commerce Strategy

The Fundamentals Of A Digital Commerce Strategy For Brands

May 8, 2018


Why Read This Report

Consumer-facing brands have enormous opportunities to grow sales through digital commerce channels, but they also face substantial risks. Some digital channels, like direct-to-consumer sales, can be very profitable, but the prevalence of that same merchandise in online marketplaces presents additional pricing and product integrity considerations. If brands' digital business professionals do not craft a clear digital commerce strategy, they ultimately empower "gray market" sellers at the expense of their own sales and the sales of their retail partners.

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Table of Contents

  • Brands Must Invest To Thrive In Today's Digital Shopping Environment
  • Brands: To Sell Online, Balance Retail Venues And Product Attributes
  • Strategic And Tactical Questions Will Define Your Brand's Path
  • Recommendations

  • Brands Need New Rules Of Engagement Around Digital Commerce
  • What It Means

  • Brands Will Choose: Margin Or Volume?
  • Supplemental Material
  • Related Research Documents

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