Скачать или смотреть Overcoming Amazon Channel Conflict: A Pneumatic Tools Manufacturer's Journey | Brian Beck

In this episode, Steve Goldhaber and Brian Beck delve into a case study about a pneumatic tools manufacturer grappling with channel conflict. The conflict arose from unauthorized resellers on Amazon who were undercutting prices to win sales, leading to complaints from traditional dealers and distributors. Furthermore, the company discovered new competitors emerging on the Amazon platform.

To regain control over its online presence, the company implemented a multi-pronged strategy. They identified these anonymous resellers, initiated a direct selling program on Amazon, and established a legally structured distribution strategy. This also involved introducing minimum advertised price policies and securing their Amazon Brand Registry, allowing them to control where and how their products were sold effectively.

This proactive approach surprisingly led to a reduction in channel conflict. By authorizing specific resellers, they could guarantee their product's warranty, service, and brand promise. The company's traditional dealer base warmly received this change. It showed that companies could manage the balance between embracing e-commerce while still maintaining harmony with their traditional sales channels.