Make Sure Your Marketplace Sales Fit Into Your Broader Strategy
Thursday, June 08, 2017: 4:15 PM - 4:45 PM
Online retailers have enthusiastically embraced marketplaces as generators of sales and customers that they might not have been able to gain any other way. But as with any business strategy, a prudent approach dictates that you not put too many eggs in one basket. This session will examine ways to analyze your marketplace sales and financial results so as to make sure they fit into your overall strategy. Our speaker will discuss how to balance a marketplace approach with traditional online retailing. He will focus on: analyzing profits and customer value with each approach, determining the best products to sell at each, evaluating the marketing approach that works best with each and the return on marketing spend, knowing when to ramp up or dial down your marketplace initiatives and dealing with staffing considerations for marketplaces vs. operating your own website.