Halloween is here and instead of letting creepy unauthorized sellers take a toll of your brand value, identify and investigate them. On Tuesday, November 7th at 10 am PST/1 pm EST, we’ll be co-hosting a webinar with the leading brand protection law firm, Vorys, Sater, Seymour and Pease, titled Who is Selling Your Products? | Identifying and Investigating Rogue Marketplace Sellers.
In this brand protection webinar, we’ll discuss the current state of brands on online marketplaces and address strategies to help brands police their products and content across the web. With so many sellers in such a vast market, it’s hard to keep track of who is selling your product and if they are abiding by your price and content guidelines. It’s almost like playing a game of whack-a-mole—for each distributor you find violating your Minimum Advertised Price (MAP), there are several more taking part in the same brand degrading behavior.
This cat and mouse game gets even worse when it comes to unauthorized sellers. These merchants have no relationship with your company, and therefore are unaware (and maybe even disinterested) in any pricing or content guidelines you set out for your official distributors. They have tricky ways of evading detection and rack up sales for your products at prices that would make your pricing team cringe. Unauthorized sellers lead to a lot of extra work because brands must figure out who they are, how they are getting access to their products, and send proof, along with a cease and desist letter.
New Brand Investigation Techniques
There are a number of ways to go about identifying and investigating marketplace sellers, but doing it in-house can lead to dead ends. Our upcoming brand protection webinar aims to put an end to that frustration by providing brands with the tools and knowledge they need to combat rogue sellers. If brands choose to be idle, price erosion, market/brand dilution, and consumer confidence issues can creep in and have long-lasting negative effects.
What You’ll Learn in the Webinar
- Critical components you must have in place to protect your brand and channels;
- New techniques grey market sellers are using to hide their identity;
- Applying investigation techniques to real-world scenarios;
- Enforcement actions once you identified a grey market/unknown seller; and
- Various tactics to identify the source of the diverted product.
Kathleen Egan is VP of Customer Success at Wiser. With more than 25 years of experience in retail, technology, analytics, and training, Egan is a leader in growth and innovation. She is currently a guest lecturer at UC Berkeley, teaching classes on pricing, and a former manager at Calvin Klein and Chanel.
David Howell is the director of brand protection at Vorys. Howell has consulted and worked directly with Fortune 500 companies including online marketplaces such as eBay and Alibaba/AliExpress. He has established partnerships with international Fortune 200 companies to protect intellectual property, products, trademarks, and corporate domain names from fraud and infringement.
Can’t attend? Register anyway and we’ll be sure to send a recording of the webinar.