Logistically, manufacturers need some relief in managing the overwhelming world of e-commerce. Consumers' use of manufacturers' web sites has risen steadily over the last three to four years. It's as if hordes of customers are showing up in the parking lot, eager to buy, but not corralled in an orderly fashion.
Once a consumer has committed to a purchase of a particular brand and model of product, maximizing the momentum of his web research and purchase experience is a great opportunity for a manufacturer.
However, it's also a tremendous challenge. Best practices have found that as consumers are searching online, if 100 people arrive at a manufacturer's web site, 10 or 12 of them might buy directly from the manufacturer if that was offered.
The rest of the consumers who'll move on to purchase products are either going to buy online or through the traditional retail stores. In order for the manufacturer to achieve its goal of increasing purchase conversion rates for its brand, it is necessary to create a simple, transparent consumer experience that is centered around the traffic originating on the manufacturer's web site leading directly, without detours, to the page deep within the retailer's web site.
However, it shouldn't be just any retailer; it should be an authorised retailer who has that very product in question in stock. Manufacturers' web sites have become the initiation point of commerce. 58% of shoppers use manufacturers' sites when researching products, Forrester Research reports, making these sites the front door for the consumer.
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