Protect your online brand from dilution and confusion
Many companies have a distribution strategy that’s in-line with their brand perception. The types and number of retail doors where your products are available can be very important. Companies select merchants they can work with and trust to honor warranties, take returns and convey the brand message.
You wouldn’t expect to buy a Mercedes Benz at Walmart would you?!
In the brick-and-mortar world, this strategy is fairly simple. Not so with the internet. Besides hyper-discounting, many online merchants post bad images, use terrible product copy or, even worse, sell counterfeits of your products. Over-distribution, hyper-discounting and bad messaging can kill your specialty brand.