Innovate Your Channel Marketing with PartnerAccess™

Manufacturer's Challenge

Manufacturers of IT, consumer electronics, household appliances and
pro-sumer photo/video rely heavily on their channel partners to drive revenues and market share. The channel plays a critical role not only in bringing today's OEM to market as quickly as possible, but also in ensuring consumers have uninterrupted access to manufacturer's product content and information.

What's so critical about channel businesses providing the manufacturer's product content and information? Consumers demand it!

  • Market trends show that more and more buyers use the Internet as their primary resource to conduct research before they purchase products1
  • In just four years, online purchases will surpass in-store purchases as the preferred method of buying2

And where do these buyers prefer to research products before they buy? The answer might surprise you —

  • Buyers prefer more than 2:1 to find this product information on merchant sites rather than manufacturers' sites3
  • Once they're on a merchant site, end-users exposed to rich product content (multi-angle and high resolution images, demos, user's manuals, product videos...etc.) have a 6-15% higher add-to-cart action rate than those that than weren't4

Channel and product marketers face the challenge of efficiently creating, distributing and communicating product content with channel partners — particularly to small and mid-sized resellers. If they can't empower channel partners with the most complete, timely and rich product content, the likely outcome is ineffective merchandising and poor sales.

CNET Channel has the solution.

Sources:
1eMarketer, April 2006
2Forrester Research, US Retail E-Commerce 2005-2010, June 2006
3Jupiter Research, February 2006
4Internet Retailer August 2006

Top