ORIS Helps Brands Navigate The Great Outdoors of Pricing Parity and Prime Day

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Nearly 130 Outdoor Brands Turn to Leading MAP Platform to Cut Down on Pricing Violations and Unauthorized Sellers

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ORIS has been vital for us because it allows us to monitor our most popular marketplaces and gives us a snapshot of what’s going on out there.

Amazon Prime Day, the thirty-six hour global shopping event for Amazon Prime members, is one of the biggest shopping days of the year. In fact, last year, Amazon drove more sales that day than they did on Black Friday and Cyber Monday shopping holidays combined. With an influx in purchases, there’s often an increase in pricing parity - ORIS Intelligence, provider of actionable insights that preserve pricing integrity for manufacturers, found a 313 percent increase in new violations on Prime Day 2017 versus the two weeks prior, and sellers on Amazon.com undercut Minimum Advertised Price (MAP) by an average of 13 percent. For a seasonal event, like Amazon Prime Day, certain brands can be especially vulnerable.

“Pricing inconsistencies can kill a brand and topple seller relationships for manufacturers, so ORIS is committed to helping brands navigate the complexities of the evolving world of online selling today,” said Pamela Springer, CEO of ORIS Intelligence. “Summertime is prime time for outdoor brands, in particular, to become susceptible to unauthorized sellers and pricing cuts, which can have a significant impact on their bottom line and brand integrity all year long. Our data shows that brands who adopt and enforce MAP don’t see a linear decrease in unauthorized sellers, because violators continue to pop up over time, so it’s really a matter of staying on top of it to ensure there’s a downward trend long-term.”

The average outdoor brand has 277 sellers offering their products across domains and marketplaces - 55 of which are Amazon.com sellers. Moreover, the average brand has nearly 11 percent of URLs are in violation of pricing policies, which an average pricing discount of 17.71 percent.

2UNDR, provider of high-performance men’s athletic briefs, wanted to attract big box retailers in sporting goods, golf specialty and department stores, as well as fine haberdasheries nationwide and knew that in order to partner with them, they needed to ensure pricing policies were well-maintained and enforced, while also gaining greater control over activity on marketplaces like Amazon. Prior to deploying ORIS, 2UNDR had well over 30+ third-party sellers on Amazon and other third-party sites, and has cut that down to nine. They also cut violation rates in half.

“We realized quickly that the Whack-a-Mole game we were playing with resellers was going to continue forever unless we partnered with an expert that could help us gain better control over our pricing,” said Jeff Curry, national sales manager for 2UNDR. “ORIS has been vital for us because it allows us to monitor our most popular marketplaces and gives us a snapshot of what’s going on out there. As a growing company, our focus is on moving into new categories and driving sales, and in today’s world, managing pricing and sellers is a critical component of effectively building a business and a sustainable brand.”

This week, ORIS is attending the Outdoor Retailer Summer Market in Denver, CO. For more information about the company and its platform, visit http://www.orisintel.com.

About ORIS Intelligence
ORIS Intelligence delivers actionable insights that preserve pricing integrity for manufacturers to help them protect their brand. Built from the inside-out, ORIS Intelligence’s cloud-based platform helps solve the complex selling challenges of today’s manufacturers by patrolling and enforcing minimum advertised price (MAP) everywhere their products are sold online, including discovering unknown sellers. With ongoing, frequently-updated reports, a streamlined user interface and hands-on customer support, ORIS Intelligence lives at the intersection of all channels to ensure manufacturers can better support trusted retail partners, while maximizing margins and increasing revenue.

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Aimee Eichelberger

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