The solution……

Aligned with the appropriate distribution policies, C3i created monitoring and analysis of online sellers that were not authorised or selling product they were not supposed to. The focus was primarily upon the 3 major EMEA online markets for the brand. (Germany, France & UK) Very quickly C3i identified targets that were of most concern to the brand and whom were confirmed as disruptive to the market and the brand image.

“We had developed guidelines and protocols with C3i for our EMEA market which enabled them to add real value and impact by identifying problem sellers and reacting by taking appropriate actions quickly and effectively without creating more work for us” (Operations Director) Sellers were identified and in many cases ‘evidential test purchases’(*) were arranged and executed. This is a significant and important step to gather evidence and intelligence and serve as a foundation for any onward enforcement activity. With evidence collated and verified, information charted and recorded where appropriate, C3i actively engaged with the sellers adopting various strategies that deliver the required impact. “At C3i we make careful judgements and decisions as to how best we can ‘enforce’ against the brands sellers to provide impact, value and results for the longer team while maintaining the reputation and integrity of the brand. The focus is upon maximum disruption, but when ‘policing’ the distribution policies the approach needs to be subtle, professional and effective” (Founder & CEO) Takedown activity is fast and effective but generally has a short-term impact and doesn’t necessarily get the right message to the seller. Cease & Desist orders are more effective and illustrate to the sellers that we know what they are doing and Market Management – Supporting Selective Distribution Case Study - Premium Global CE Brand Protecting the integrity of your brand where they are located while also forming a further part of the evidence chain for any onward legal actions. ‘Knock & Chats’ are highly effective and are employed commonly by C3i. Representing the brand professionally, a visit to a seller drives the highest rates of success and commonly results in much more significant information being learned such as where they sourced the items, how much stock they have and how many they have sold in the past few months/years. Some ‘knock & chats’ resulted in the seizure of significant stocks.