The Hopeful Skeptic
Brands in this category understand that unauthorized marketplace activity needs to be addressed and have put some resources behind addressing the issue. They usually find themselves in a situation where they can enforce their policies against their authorized sellers, but struggle with the unauthorized 3P sellers. Questions Brands in this category need to ask;
•What is the gap between our current situation and desired situation?
•What’s stopping us from bridging the gap to get to our desired result.
Often, after a brand has installed a clear distribution process, established a strict merchandising guideline, enacted, and strictly adhered to a MAP program (with a monitoring service) there remains the problem of unauthorized 3P marketplace sellers that work to undermine all that effort. Once they believe they have everything in place, they realize they have a problem – 3P sellers. They then want to know the address and other information on these 3P’s so they can ‘shut them down’. There are two issues with that: #1, these sellers are great at hiding, and can be very difficult to root out; #2, these sellers can be discovered, only to find out that they obtained the product legally – but the brand is not sure where they are getting it from. That’s where Counter Diversion steps in – Counter Diversion is the final step in Brand Protection.
The Counter Diversion team can answer any of your questions and concerns.