Retailers and brands (manufacturers) are trying to win over the omnichannel consumer in many ways. Pricing plays an important role here and both retailers and brands want to use that lever.
In a transparent digital world, retailers want to price competitively and brands want to protect their brand image, leading to conflict. There are a number of ways these conflicts can be averted with or dealt with - Minimum Advertised Price (MAP) programs and Resale price policies being the most preferred.
This paper details a win-win solution discussing how retailers and brands can collaborate on a MAP policy.
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×Ugam, a Merkle company, is a leading analytics and technology services company. Our customer-centric approach delivers impactful business results for large corporations by leveraging data, technology, and expertise. We consistently deliver superior, impactful results through the right blend of human intelligence and AI. With 2400+ people spread across locations worldwide, we successfully deploy our services to create success stories across industries like Retail & Consumer Brands, High Tech, BFSI, Distribution, and Market Research & Consulting. Over the past 20 years, Ugam has been recognized by several firms including Forrester and Gartner, and was recently named the No.1 data science company in India by Analytics Insight.