Control vs. Support in the Manufacturer-Retailer Relationship

Thom,
First of all, as you'll note in my previous response, manufacturers need to do a better job of managing and promoting their brand. Frankly, I want the brand names on every product we sell to be permanently attached. If they had done so over the years, then they would not be competing against their own retailers' brands. When the 800-number retailers started taking sales away from local channels, most manufacturers buried their heads in the sand. This continues today in several ways, with online retailers taking deals from brick and mortar stores. So, who can blame the retailer from pulling your brand from the product — manufacturers don't care about their brand anyway ~ right?
Second, the complete integration of all sales channels is the only way to bring harmony and balance to those trying to bring a customer solution to the market. While many industries have learned their lesson, the home furnishing space is rife with those who have yet to learn it. Manufacturers must bring their catalogs online because of the drastic change in consumer buying behavior. However, those online platforms must encourage brick and mortar retailers to join and enter the flow of online commerce by giving them an equal chance at the consumer, such as the platform on purehome.com.
Frankly, the tax issue is a non-issue, which I will address in an upcoming post. The fact remains, the local retailer holds the cards because they are "local." However, they have got to be willing to change the way they do business; quit trying to control (read: restrict) the uncontrollable buying behavior of the consumer as manufacturers start to manage their brands. This includes the giving the consumer easy access in the showroom to see who made that beautiful product. Yes, she will tap on her smartphone to see if she is being given a fair and reasonable deal, only to find the same product online is nearly, if not the same price she is offered in the store ~ price parity.
By integrating these channels, everybody can say "bye-bye" to showrooming. Let's work together instead of against each other and give the consumer a breakthrough buying experience — finally.

Ken,
Simply, WELL SAID!!! That was the point of the post — manufacturers not managing their Brands especially online. Many manufacturers have the attitude that they don't have the means to stop unsanctioned online vendors who sell their products at cut-rate prices. In reality, they can stop this practice - a practice that places all of us retailers at risk overnight - but they choose to duck their responsibilities. Simply said, they choose to let others define their brand. This is not to say "all" manufacturers do this. Pure Home works with many outstanding manufacturers who pledge to and uphold a minimum advertising price (MAP) policy with those sites that they sanction to sell their goods, while sending cease and desist letters to those rogues that are poaching in your territory. As long as these manufacturers continue to monitor and enforce their policies (read: control their Brands), the negative connotations to the term "Showrooming" will loose its sting. Both the brick and mortars and online retailers will be aligned and integrated. I can assure you, with the amount of research we have combed through, it is statistically reputable to say that 90% of consumers who start their buying process online, if given the option, will buy locally - even if the product is as much as 8% to 10% cheaper online. Retailers, you are still the preferred channel by consumers. My question to you is: Are you merchandising better than the competition? Are you getting in front of her where she is starting her buying process?

Here we go again.....use brick and mortar for selection and the internet to buy it....I am getting sick and tired of greedy manufacturers working both sides of the fence...and you wonder why nearly 80% of the stores have closed...choose your method of distribution...if the internet is so good tell us so we don't waste space showing your product. Maybe then you can build and man your own showrooms to support the guy selling from his spare bedroom.

Barry,
How do we as manufacturers support retailers that do not support our name brands because of the internet? MAP and strict internet policies alone has now stopped many retailers from "branding" their product as their own. Consumers have the retailers and manufacturers climbing over each other for every possible sale. It is a "consumer" market with just a couple of taps on their smart phones. I look forward to the day when sales tax is implemented on the web, manufacturers support retailers through strict policies and retailers adhere to those rules...