Accenture Interactive report – Unleash your marketplace superpower: Manufacturers and the new retail experience

This report from Accenture Interactive analyzes how manufacturers can reinvent their approach in digital marketplaces.
  • Digital marketplaces, from Amazon to Alibaba, have put the onus on brands to build their brand story within these environments.
  • The strategy works, as 81 percent of consumers who bought a name brand product on Amazon recalled the product detail page three months later, as opposed to only 28 percent who remembered the television commercial.
  • Within their online stores, manufacturers have control over how their products are displayed and how customers get to them -- but in a digital marketplace customers define the shelf, with Search replacing Navigation.
  • Brands need to do four things: analyze data across digital marketplaces, extend...

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