Strategies & Tactics to Effectively Manage Your Brand Channel Strategy in a World of Dynamic Pricing, Self-Service Platforms, and Automation

Room: Harbor G

eCommerce is rapidly shifting to a landscape where brands have very little direct contact with retailers. For many, this shift has led to a lack of control over channels and to the development of retail channel conflict. The push for automation and robotic sales has produced unrivaled consumer experience, but brands and manufacturers are having to quickly adapt their traditional sales models to respond to a world of self-service platforms and dynamic pricing. In this session, Garrett Bluhm will discuss the challenges of channel conflict, effective strategies in managing channels congruently, how to structure ecommerce teams to address self-service platforms and tactics to build brand integrity.

Presenter

Garrett Bluhm   | Vice President of eCommerce, Marketplace Strategy | iServe

Garrett Bluhm leads eCommerce marketplace strategy and expansion at iServe. iServe is a top 10 authorized exclusive 3P seller that helps brands develop strategies to gain control of brand equity and grow profitably in eCommerce. Garrett is responsible for strategic direction of technology and marketplace growth both domestically and internationally. Garrett is a practitioner at heart, with a focus on the fundamentals that strengthen consideration, conversion, and brand growth. Garrett spent most of his career leading eCommerce efforts at CPG industry leaders Schiff Nutrition, Reckitt Benckiser, Unilever and Hylands. Garrett led these organizations in their DTC and e-retail eCommerce efforts and has a unique approach to driving lean eCommerce structures.

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