Brands and Manufacturers Can Keep Resellers in Check with WiseMapper

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Brands and manufacturers know that how much their products are sold for can really make or break their reputation. With that said, monitoring and analyzing prices across multiple channels is critical to preserve brand equity.

Brand perception comes into play here because if a consumer sees a brand’s products at a severe discount once, they may jump at the chance to cash in on the deal. However, if it happens often, that brand value will be compromised. Besides brands that are built around being low-cost, not many want to be considered “cheap.” This is especially true when it is due to a retailer’s actions, not a conscious decision by the brand.

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US manufacturers use MAP (Minimum Advertised Price) to protect brand image, maintain retail value, and keep margins ideal for resellers. Brands and manufacturers take the time to set up Minimum Advertised Prices for each of their products, and retailers agree to sell the items on those terms. But sometimes retailers go back on the agreement and advertise prices below MAP to increase sales. This can happen on their sites or even after items have been added to a shopper’s cart.

You know what’s worrisome? Roughly 20% of retailers violate MAP all the time, and on average violations are 14.5% below MAP. You’re probably a bit riled up at the prospect of this, but take a breath because we’ve got you covered with the solution.

To help brands and manufacturers, Wiser has come up with a solution that helps preserve the manufacturer’s pricing and brand called WiseMapper. It gives manufacturers the power to do three things: monitor resellers, analyze their pricing, and enforce MAP.

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After importing product details to Wiser’s price monitoring solution, manufacturers can see pricing data in real-time, even if they have thousands of resellers across multiple channels. WiseMapper helps keep an eye on the competitive landscape, which can be quite cutthroat at times. With competitors constantly undercutting each other, watching for price fluctuations is crucial.

Like an alley-oop pass, WiseMapper sets you up with reports to export and analyze. These reports can be customized to show your most frequent and egregious MAP violators. You can automate these reports to be sent to your inbox daily, weekly, or monthly so you don’t have to export them manually to stay in the loop.

So you’ve analyzed the reports. Great, now what? Well, it’s time to take that alley-oop and dunk harder than Dr. J and Michael Jordan combined. WiseMapper allows you to create template emails to automate enforcement of reseller pricing and manage cases more efficiently than ever. That way, you can focus on improving products and developing new ones for retailers.

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Luckily brands and manufacturers that only have a few retailers violating MAP can glance over and take action right from the WiseBoard for individual products. The SpyAgent feature makes it easy to see the pricing history for specific products and contact retailers with the click of a button. It also takes it a step further and takes a screenshot of the violation on Google Shopping, Amazon, and even a retailer’s website. This makes it easy to send the violating retailers proof to back up your claim.

Being a manufacturer can often feel like you’re spinning three plates with two hands. You have to manufacture the product, find someone to sell your product, and make sure that your products’ prices are not being abused with MAP violations. Let WiseMapper give you a hand, and put a stop to MAP violations. That way you can focus on the two aspects that matter the most: making awesome products, and selling them.

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Contributing Writers: Brian Smyth & Angelica Valentine

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About Wiser

Wiser provides a complete suite of solutions to give retailers, brands, and manufacturers the edge to stay both competitive and most importantly, profitable.

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Min-Jee Hwang

Min-Jee is the Marketing Director at Wiser, a dynamic pricing and merchandising engine for online retailers. She has extensive experience working with SaaS companies and holds a BA from Carnegie Mellon University and an MBA from NYU Stern.