How ZLINE enforces MAP, manages channel and brand conflict and builds Customer Loyalty to Win Page 1 of Search Results — Galen Bradford, CMO ZLINE Kitchen and Bath – EP18
Release Date: 12/06/2019
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info_outlineWhat you’ll learn:
ZLINE Kitchen and Bath is an industry leader competing against other high-end, luxury brands. Team members Galen, Mason, and Drew talk about how ZLINE competes on its own terms, especially when it comes to controlling MAP violations, passing tariff price increases on consumers, and owning page 1 of search results.
About our guest:
In 2009, Galen Bradford co-founded a mobile software company, Tiger Stripes LLC. Under his leadership, Tiger Stripes sold over 3 million apps to a worldwide audience across multiple platforms. After Tiger Stripes, Galen consulted a number of startups and established himself as a dynamic project manager. He had extensive experience in many fields including product design, sales, marketing, branding, SEO, web development, strategic operations, social media strategies and graphic design. Currently, as the CMO for ZLINE Kitchen and Bath, Galen drives ZLINE's vision to become a household name in kitchen appliances and bath fixtures. ZLINE Kitchen is the industry leader in designer kitchen appliances - with a passion for innovative styles and high performance, more homeowners can experience luxury in the spaces that mean the most.
Key takeaways from this episode:
- Company stats (product fulfillment, warehouse sizes, etc.) and ZLINE backstory — 3:53
- ZLINE Bender: how to transition from ecomm only sales to in-store retailer channels — 3:25
- Driving D2C online sales by 40% — 7:24
- How ZLINE maintains MAP across retailers — 8:07
- Using Dropship to own your product — 11:01
- Professional Consumers, Builders, & Contractors as solid growth channels and partners — 13:56
- Innovative new product lines, style & color customization, and comprehensive kitchen remodels — 15:48
- Brand marketing strategies and tactics that make ZLINE standout — 20:16
- Engaging with customers on social media & driving traffic to retailer product listings — 23:40
- Win page 1 and make your product stand out on retailer search results — 26:43
- Taking advantage of New Product Placements when you launch a product — 29:54
- MAP strategies across multiple retailers — 33:24
- Perceived value and passing tariff price increases to consumers — 36:44
- Biggest ZLINE win in 2019 — 42:50
Explore ZLINE Kitchen and Bath content: www.zlinekitchen.com
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