In the retail industry Channel conflict is a major issue for brand that are going into direct consumer sales. Most big brands started out as whole sale businesses, then moved into retail and only recently moved into Ecommerce. At Emerce 2016 in Amsterdam Gary Murray shares his views on the issues that might arise and uses his experience at Nike, Asics and other sports apparel brands to talk about the various scenarios and possible solutions.
Gary emphasizes that it is important to be open about what the channel conflicts are exactly and to get involved into discussion as early as possible. The heads of each channel should be working together in order to come up with the brand strategy and communicate across all channels. We should keep in mind that according to Gary, the consumer does not really care that a much, as long as they get a consistent message.