PR & News

Key Takeaways From the Wiser Industry Leaders Brand Panel: Customer Engagement and Marketing

In a recent panel discussion hosted by Wiser Solutions, senior leaders at brand manufacturers and retailers shed light on the delicate interplay between direct-to-consumer (D2C) channels and traditional retail partnerships. The dialogue underscored the need for agility in pricing policies and the growing importance of location-based sensitivity when it comes to determining the right price point for different markets.  

Strategic enforcement of Minimum Advertised Price (MAP) policies emerged as a critical component in upholding a brand’s value across various channels. By utilizing Wiser’s Commerce Execution Suite, companies can enforce MAP policies effectively, maintaining a delicate balance between D2C aspirations and the realities of wholesale distribution. This equilibrium is key to ensuring that a brand maintains its premium status without succumbing to the pressures of market-driven price slashing.  

Understanding the challenges faced by retailers, as well, in synchronizing promos and adjusting to rapid price changes is crucial for building successful omnichannel relationships. Wiser’s tools are pivotal in collecting real-time data, measuring promotional compliance, and facilitating conversations that align brands and retailers in the fast-paced world retail. These insights not only highlight the potential friction points between manufacturer, retailer, and consumer but also provide valuable strategies for all parties to navigate them with finesse and foresight.  

Here are some key takeaways from our customers:  

Customer Engagement Across Channels  

  • Implementing category helpers such as QR codes on tablet displays in retail outlets is a strategic move to offer product bundles or promotions, enhancing customer experience and increasing engagement effectively.  
  • To achieve consistent messaging, the integration of digital and physical assets is crucial, thereby mitigating discrepancies across multiple channels and maintaining a unified brand voice.  
  • Staying updated with labeling and imagery can significantly boost business, as evidenced by the observed 25 percent increase in business following a label change, highlighting the importance of coherence between online images and in-store products.  
  • Digital channels and physical stores must be synchronized, especially in scenarios where reduced in-store staffing prompts customers to turn to online sources for product information.  
  • The changing margin structures between digital and in-store sales reflect new market realities, with increased performance marketing costs and higher digital return rates influencing profitability.  
  • While in-store sales continue to be a robust source of revenue, understanding the distinctive behaviors and needs of online versus in-store consumers is becoming more important due to the growth driven by digital channels.  

Innovative Marketing Campaigns and Collaborations  

  • Digital social media remains a critical marketing platform, particularly for products that do not yet have widespread distribution. It provides targeted exposure and opportunities to engage with potential customers more efficiently than traditional media like TV, especially when products are not nationally available.  
  • Retailers are increasingly partnering with media companies to share consumer data with manufacturers. This collaborative effort aids manufacturers in pinpointing specific audience segments that are aligned with their brands, which facilitates more accurate and effective marketing strategies.  

Customer Segments  

  • Understanding price sensitivities in customer segments is crucial for unlocking the potential for increased profit margins. By identifying products with elastic and inelastic demand, businesses can make informed pricing decisions that maximize revenue.  
  • Recent advancements in pricing strategies have introduced the ability to differentiate prices based on regional sensitivities. This allows companies to optimize revenue from various market segments by tailoring pricing to the specific preferences and purchasing power of different regions. However, it is essential to implement the prices with caution to ensure fair and compliant pricing practices.  
  • Agility in pricing adjustments is critical for leveraging promotional performance data. By being responsive and adaptive, businesses can capitalize on insights gained from promotions. However, collaboration with retail partners is necessary due to varying response times and coordination requirements.  
  • Rapidly reflecting promotion prices in-store is a common challenge faced by retailers and brands alike. This emphasizes the need for tools that assist in verifying in-store compliance, ensuring that the advertised prices are accurately reflected at the point of sale.  
  • Utilizing field teams and retail execution tools included in Wiser’s Commerce Execution Suite can help validate promotional signage and pricing. This not only ensures compliance but also provides valuable data for internal strategy discussions, enabling businesses to make data-driven decisions.  
  • Identifying timing gaps in price adjustments is essential for assessing their impact on business performance. By understanding the timing of price changes and their effects on consumers, companies can develop more effective retail strategies that drive growth and profitability.  

Crafting a Unified Retail Strategy  

Maintaining price integrity and adhering to a clearly defined market pricing strategy is key for both brands and retailers, especially in a diverse and rapidly evolving market landscape. Wiser Solutions can be an essential partner in this endeavor, providing data-driven insights that empower organizations to enforce pricing policies effectively. The agility offered by Wiser’s platform allows customers to enforce minimum advertised price (MAP) policies on a weekly basis, striking a balance between the need for retail partners to adjust and the overarching brand strategy of price consistency across channels.  

The complex dynamics between direct-to-consumer (D2C) initiatives and wholesale partnerships underscore the need for a sophisticated approach to broader pricing strategies as well. Retailers require a solution that can accommodate the demand for flexibility without compromising brands’ premium positioning. Here, Wiser Solutions offers a dual advantage: it allows for adaptive pricing for underperforming styles while upholding brand value across all retail fronts. The resulting marketplace harmony not only safeguards the company’s reputation but also ensures customer trust through price consistency. As brands and retailers continue to navigate the intricacies of multi-channel distribution and consumer pricing expectations, Wiser’s role in providing actionable data and robust policy enforcement becomes increasingly vital.  

For more insights from our customer panels, check out the other blogs in this series: 

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