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Assess Online Merchandising Performance

E-Business Marketer

What we did
• Conducted merchandising audit of partner web sites accounting for 90% of client’s online sales
• Probed depth of 51 partner web sites
• Catalogued findings on a site-by-site basis

What we discovered
• “Preferred vendor” merchandising agreements did not always parallel sales share positions
• Many partners exceeded contracted merchandising requirements
• Numerous partners were not paying off promised merchandising strategies
• Some partners had struck merchandising deals which circumvented the spirit—if not the letter—of the client’s partnership agreement
• Newly emerging competitive merchandising plans were uncovered during the project

Strategy
• Review online merchandising compliance

Tactics
• Built landscape of 14 key merchandising and promotion components
• Developed “best of breed” site merchandising strategy as model for future contract negotiations with partners

Results
• New and renewal negotiations with alliance partners have incorporated recommendations
• Client now utilizes this discipline and technique to monitor the online marketplace for new merchandising strategies

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