Multi-Point Sales Chains: How Poor Communication to Your Franchises and Branches Can Compromise Your Web-to-Store Efforts?

 The lack of communication about Web-to-Store initiatives results in a double loss: lack of collaboration with points of sale and multiplication of expensive external providers for duplicate services. For a network, this is a financial risk but also a threat to the quality of its local presence.

 

we notice that many brands, too many brands, make the mistake of deploying their Web-to-Store projects on their own, without sharing this information with their points of sale.

In fact, the strategy put in place for their establishments is generally managed from headquarters and local managers are not informed at their level. The problem with this operating logic is that:

1. Points of sale ignore the benefits that your Web-to-Store actions have on their business.
2. Brands and points of sale lack the opportunity to work in synergy.
3. Retail locations are approached by small agencies offering the same activities as the Web-to-Store partner of the brand and often order them similar services à a price 10 times more élevé.

The lack of communication between the marketing departments of brands and the franchises - branches inevitably leads to this third point, where it is truly a matter of endangering your Web-to-Store, both on the financial side as well as on the qualitative side.

Want to know more? Mobilosoft has published an eBook on this topic, feel free to ask us for it.