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A
“Broken Boomerang” best exemplifies this model. You throw
your customer to your channel partner with the expectation that the
sale will return to you through a customer purchase of your brand,
only to discover that you have no idea what happened to it. In this
model, the consumer goes to brandname.com, shops for a product, and
clicks on “buy online”, taking them to icons of online
retailers that are supposed to have the item in question IN STOCK.
The customer chooses a retailer and is taken to the product page at
the retailer’s website. Now at the retailer’s site, the
consumer may be influenced by competing brands. We have seen countless
examples where the desired product is not in stock, forcing the consumer
to search for alternatives. The result is a complete loss of the brand
experience the manufacturer has worked so hard to deliver, the potential
for a lost sale, the ultimate loss of the relationships between the
manufacturer and the consumer and all of the geo-demographic, psychological
and purchasing data associated with the consumer. |
