MAP Monitoring, more important than ever.

Minimum advertised price (MAP) monitoring is a crucial aspect of ecommerce brand management, and this is especially true during times of economic recession. Here are a few reasons why MAP monitoring is important in a recession:

1. Protecting brand reputation and customer loyalty: During a recession, consumers may be more price-sensitive and more likely to shop around for the best deal. If your brand's products are being advertised and sold at significantly discounted prices by unauthorized resellers, it can hurt the brand's reputation and lead to a loss of customer loyalty. By enforcing a MAP policy and ensuring that resellers are adhering to it, brand managers can help to protect the brand's reputation and encourage customer loyalty.

2. Maintaining control over pricing: In a recession, it's especially important for brand managers to maintain control over pricing in order to protect the brand's bottom line. Allowing resellers to advertise and sell products at significantly discounted prices can lead to price erosion, where customers come to expect lower prices and are less likely to pay full price for the product. By enforcing a MAP policy, brand managers can help to prevent price erosion and ensure that customers are willing to pay a fair price for the brand's products.

3. Promoting a level playing field: During a recession, it's common for businesses to become more competitive as they try to maintain profits and stay afloat. Allowing some resellers to advertise and sell products at significantly discounted prices can create an uneven playing field, with some resellers undercutting others and potentially driving them out of business. By enforcing a MAP policy, brand managers can help to level the playing field and ensure that all resellers are able to compete fairly.

4. Ensuring compliance with MAP agreements: Many brands enter into MAP agreements with their resellers, which outline the minimum price at which the brand's products can be advertised and sold. It's especially important to enforce these agreements during a recession, as it can help to protect the brand's legal interests and avoid potential legal issues.

5. Maintaining control over the brand's image: During a recession, it's important for brand managers to maintain control over the brand's image in order to maintain customer loyalty and drive sales. Allowing resellers to advertise and sell products at significantly discounted prices can lead to a loss of control over the brand's image, as customers may perceive the brand as being of lower quality or less desirable if they can get the same product for a much lower price from another seller. By enforcing a MAP policy, brand managers can help to maintain control over the brand's image and ensure that customers have a consistent and positive experience with the brand.

Overall, MAP monitoring is an important aspect of ecommerce brand management, and this is especially true during times of economic recession. By establishing and enforcing a clear and consistent MAP policy, monitoring advertised prices, and taking action when necessary, brand managers can help to protect the brand's reputation, maintain customer loyalty, promote a level playing field, prevent price erosion, ensure compliance with MAP agreements, and maintain control over the brand's image. All of these factors can ultimately help to drive sales and increase profits for the brand, even in challenging economic times.