The Unicorn Playbook: How Brands Accelerate to the Top

Sarah Abel

November 3, 2021

What is a unicorn brand and how do you get there?

In simple terms, a unicorn is a billion dollar brand. Unicorn brands you may have heard of include Nestle, Pandora, Panasonic, and of course, Pattern.

But how did these brands achieve unicorn status? Every brand starts with an idea and slowly builds over time to create an empire, but what are the important building blocks? We’re glad you asked.

To truly accelerate a brand from a vision to a unicorn takes 5 key competencies, across both design and ecommerce strategy. Creating a company that can thrive starts with careful design, and accelerating that company’s growth requires an all-encompassing strategy. Our Chief Revenue Officer, John LeBaron, and Chief Design Officer, Beau Oyler, outlined the 5 pieces of both creation and acceleration at the Silicon Slopes Summit 2021. Read on for a recap of their Unicorn Playbook presentation below:

5 core competencies to create a unicorn brand

Consumer insights

Everything in business comes back to knowing your customer and serving them well. To design a worthwhile product you need to truly understand your target audience–you need to get in their heads. The process of understanding your audience expects you to leave your preconceived notions at the door. It requires that you observe objectively and find empathy in your customers’ pain points. And above all, understanding your audience means looking at the cold, hard data to get an unbiased understanding. In this journey to understand your audience, you should come away with a clear idea of what your customers need, why they need it, and what kind of solutions they have been looking for.

When it comes to consumer insights, Enlisted Design, Pattern’s award-winning design agency, recently worked through understanding the audience on the launch of Beast Burgers. Beast Burgers comes from the larger brand Mr. Beast, which is both a YouTube channel and an individual social influencer. Mr. Beast creates contests and giveaway content that is extremely popular with a GenZ audience. And when the pandemic hit, Mr. Beast wanted to give back to the loyal followers that had made his career so successful, so he came to Enlisted with the following insights on his GenZ audience:

  1. Gen Z was being ignored by food brands.
  2. Gen Z kids were stuck at home due to COVID, and weren’t happy about it.
  3. Kids love burgers, but can’t get them because of being stuck at home due to COVID.
  4. Restaurants and delivery workers were still available, just slower in the pandemic.
  5. Every Gen Z is digitally native.

Beast Burgers Consumer Insights

With those insights, Enlisted was able to create a solution that not only understood GenZ’s problems, but that provided a brand experience they could fall in love with.

Strategy

After finding consumer insights, the next step is to create a strategy that plays to those insights and actually touches on what the audience needs. A strategy is how you fulfill your brand vision; how you go from pain points to pleased customers.

With the insights about GenZ, Enlisted Design partnered with Mr. Beast to create a product that filled his consumers' needs, and Beast Burgers was born.

  • Beast Burgers would deliver burgers, a product GenZ loved and was having trouble getting.
  • Beast Burgers would be designed specifically for GenZ.
  • Beast Burgers would come to GenZ so there was a bright spot to being stuck at home.
  • Beast Burgers would utilize ghost kitchens and give the capable restaurants and delivery workers efficient recipes and a new line of work.
  • The experience would be, start-to-finish, digital. Beast Burgers would be ordered online, no physical counter or drive-thru, and the advertising would be done where GenZ already was—online.

Beast Burgers Strategy

The fulfillment of a strategy that plays off of individual consumer insights goes hand-in-hand with creating a living, breathing brand.

Brand

A brand is more than a title and a logo, according to Beau Oyler, CEO of Enlisted Design and Chief Design Officer at Pattern.

“A brand is essentially a manifestation of a company, a product, or a person, and that brand has so many different touch points to target the consumer. When done right, each of these touch points create a cohesive brand experience.”

Those touch points make up every part of the buyer’s journey, both digital and physical. From advertising to unboxing, and from web design to in-store returns, branding is how you unify every aspect of your offering.

With Beast Burgers, branding created a start-to-finish GenZ, digital experience—with every touchpoint accounted for. The brand guidelines, graphic design, and fonts were all created to be playful, digital, and in-touch with the audience, but the design didn’t stop there. It bled into naming the burgers, creating the recipes, and directed the language used to describe both the product and the brand. Ultimately, everything was designed to create brand buy-in from the audience at an emotional level.

Beast Burgers Branding and Design Examples

“There's this emotion of desirability that some products have. It's very difficult to create that emotional connection. But ultimately, when it's created, the consumer begins to lust after that thing. And then once they adopt it into their lives, that becomes who they are, or part of who they are,” Beau said. “We want that. We want them to lust and love our products and our brands, because then they're going to use them, they're going to love them, and they're going to advocate for them.”

CEOs can have a killer idea for a product or an air-tight strategy, but if they miss the key ingredient of humanizing the brand, then no amount of acceleration can drive a brand without soul. To succeed in creating a brand and not just a company, you have to consider every detail that might create an emotional connection, from the digital presence to the product packaging.

Beau Oyler Emotional Connection Quote

Packaging

After gathering consumer insights, a strategy to fulfill those insights, and humanized branding, you’re ready to package everything together for the consumer and get the product in their hands. Often the product packaging will be the first physical experience a consumer has with your brand, and first impressions matter.

With Allbirds, Enlisted took on the massive task of producing on-brand packaging in a considered form factor. Consideration being a key piece because shoe boxes aren’t often considered, they’re mass manufactured to be exactly what the consumer has always seen. There was no elevated branding or emotional tie to the idea of shoe packaging.

However, to stay on-brand for Allbirds, Enlisted needed to fulfill color requirements, size requirements, and sustainability requirements. So the designers dug deeper. Shoe boxes have always been the same simple box, but what can we do to create one box shape that will house every size? And how can we make it sustainable? No, how can we make it biodegradable?

By ignoring the ‘classic’ shoe-box shape and opting for materials like sugarcane, Allbirds created an innovative and considered package that was honored in Fast Company’s 2021 Innovation by Design Awards. The final package was a black, fully biodegradable shoe case that could hold every size of shoe it would carry.

Allbirds Dashers VIP Packaging is 100% Compostable

Packaging matters, and just like packaging, a product is so much more than it’s name or physical shell. A product is an experience with the potential to create a community in and of itself.

Product

A product is more than the object your brand sells, it’s a chance to tie in consumer insights, branding, and strategy to produce an end result—solving problems your consumers face.

Take Arlo security cameras; consumers didn’t want another piece of tech in their home, but they wanted a way to easily understand what was going on at home. So, from end-to-end, Arlo was about being homeware that was more communicative than intimidating. The idea wasn’t to skimp on tech, but to serve the consumer's needs.

The result? A DIY security camera design that evolved into a system, and that system turned into a design language. And now that camera, system, and design language have over 30 products that all sprung up from a product that was focused on being more than just another piece of hardware.

On top of a successful product line, Arlo’s innovation allowed them to have the largest IPO in IOT history, showing the value that design can bring to business.

Somewhere between understanding the end customer, unifying the brand touchpoints, and fulfilling the vision, a unicorn brand is born. But existing as a unicorn with a strong offering can only take a brand so far—they’ve got to find a way to reach their full potential across markets, marketplaces, and overall ecommerce. No matter how perfect a product and brand design is, it still needs a platform to accelerate its digital presence.

5 core competencies to accelerate a unicorn brand

Data insights

In designing a product and creating a brand, we used consumer insights to understand what the target audience needs and why. Going one step further, consumer insights data helps us understand where and what the target audience is looking for. Using that data, you'll find opportunities to accelerate your brand that you didn’t even know existed.

At Pattern, we use data to learn what space there is for new products, what keywords customers are searching when they are looking for a product like yours, and what keywords competitors are and aren’t using to attract customers.

Using our Predict platform, we actively monitor 3 million keywords a day, and we’ve been aggregating that data for years. On top of all that data, we are dissecting more than 30,000 different categories and subcategories on Amazon to understand not only what keywords matter, but how they matter in their space.

Data-Driven Insights Competency

Here’s the power of data in action. If your brand came to Pattern and asked us if face masks are a good category to go into, our data would tell you that face masks are an amazing category. There are more than 12.5 million searches every month—just on Amazon US—related to face masks in this category. Keywords like “face masks for men,” “women disposable face masks,” “moisturizing face masks,” etc., are just a few examples of keyword searches.

So are face masks a good Amazon category to launch in? We let the data speak for itself—the category is growing more than 150% every single year, and from a competitive standpoint on the HHI index it's a 7.1, which is very, very good.

Additionally, it's a very fragmented category, which means that you can win. The entire category itself only has 221,423 reviews. In some categories, you’ll get a product with 25,000 reviews on one product alone, making it hard to make noise for yourself with a new launch. But in face masks the reviews are spread thinner, meaning your ability to penetrate the market and actually win is quite high.

These are the types of data insights that can help not only build a brand but understand what the opportunities are. If your brand came to us already in the face mask space but not seeing the benefit of the opportunity we’ve described, we can dive back into the data to find out what keywords opportunities you’re not taking advantage of—does your description mention disposable or just a sheet mask? Does your listing silo your product to 1 gender? Should it? It depends on the category. This type of granular insight is what helps drive the next piece of the playbook: traffic.

Traffic

Having data insights can only do so much for you if you don’t use them to their fullest extent. In order to accelerate your brand online, you have to be really good at getting traffic. If you have the best product in the world but no one can find it then, unfortunately, no one can buy it.

Data insights around keywords help you uncover user searches that match your product that you, and maybe your competitors, aren’t paying attention to. On top of organic keyword opportunities, data gives you insights around paid keyword opportunities. With our ecommerce acceleration software Predict, you get both.

Traffic Competency

Our Destiny methodology identifies the keywords you need to bid on in order to rank better organically. Then, once you rank well you can move on to advertising and boosting different keywords, and we’ll help you continue the cycle until you own your industry.

The true secret of traffic for acceleration? It can’t be manual. You must have a platform that automates keyword research and analysis, ranking monitoring, and advertising optimization.

“Think about the US stock exchange,” said John LeBaron, CRO at Pattern. “Fifteen to twenty years ago 90% of all trades happened manually. Today, more than 90% of futures volume, or equity volume, in the United States is happening through algorithmic, programmatic HFT—or high frequency trading. The same thing is happening in ecommerce on keywords, on advertising. If you are not using programmatic or algorithmic bidding in what you're doing, you are going to lose.”

Our platform automates, arbitrages, and performs millions of “trades,” or bids, dynamically. For example, using product Destiny, we took Feetures from ranking on longer-tail terms like ”‘no show athletic socks black” to parent keywords like “no show socks.”

Feetures Prioritizing Keywords to Win

The machine analyzes where the brand is at, what the opportunities are, and goes to work spitting out new keywords and trying to bid against them. It might increase the bid or might lower the bid until Feetures starts ranking on longer tail keywords like “no show athletic socks black,” then starts to win on “no show athletic socks man,” and then starts to grow, all the way up to getting domain authority on terms like “no show socks.”

Why do we spend the time on this? Because driving traffic is huge for accelerating a brand. You want as many qualified consumers as possible to know you exist, and the best way to do that is to get in front of them when they are looking for a solution like yours. Sadly, getting in front of the right customers won’t do the job alone—you’ve also got to convince them to buy, which leads to optimizing your content.

Content

The term content is a wide net that catches images, video, bullet points, product descriptions, reviews, and yes, A+ Content on ecommerce. Content is where you show and explain to potential shoppers what your value is, and how you can solve their pain points. Designing an informative, engaging product listing page is one of the most effective ways to turn browsing shoppers into customers.

Looking at Owlet, for example, we redesigned their image stacks to give consumers the information they needed as quickly as possible. The average person reads only 20% of a web page, but will view every image, giving images huge power in consumer decision making. To nail our images, we use sentiment analysis to analyze the reviews and find out what questions people are having, what expectations the product is missing, and then we illustrate the answers right away. This allows users to self-select as the right audience and truly understand what they are buying from the get-go.

Owlet Content Examples

And it works. Owlet reported a 43% growth in business in Q1, which is great, but we know their Amazon business was growing close to 70%. High-quality images, detailed product descriptions, and consistent branding are all content pieces that will truly improve conversion, and we’ve seen it happen.

Another great example is Popsockets. When our partnership with Popsockets started, we changed nothing except improving the content. We wanted images that showed the product in action instead of just highlighting the colorful designs. Using the traffic they were already generating, our content pushed the conversion rate up 49%. Sometimes you don’t need to throw more innovative ideas, advertising dollars, or full-blown campaigns at a low-performing product, you just need to tweak what you’ve already got going.

Popsockets Content Examples

But the ecommerce story doesn’t end there. Once you’ve put work into getting traffic and converting it with top-notch content, then you’ve got to worry about protecting your brand against unauthorized sellers, price erosion, and counterfeit copy-cats.

Protection

You put in enough time and market research pricing your product correctly in the first place, so it’s important that you protect your ability to maintain and control that price once your product hits the market. Tracking and enforcing Minimum Advertised Price (MAP) can make the difference between stagnation and acceleration.

A key element of MAP enforcement comes from identifying and removing unauthorized sellers, who get ahold of your product and sell it for less than they should. Because once one seller has a lower price, all other sellers have to lower their prices to match or they’ll always lose out on the sale. But then as prices get lower, profits get lower, and sellers are less likely to choose your product to carry in the future.

We worked with a brand whose distribution and price monitoring got out of whack. With no compliance on pricing, they were 18 months into a release when they found out that they were selling below product cost. We implemented a strategy of monitoring, reporting, working with 3rd party legal entities, and shopping on their behalf to understand where the product was getting diverted and how it was getting there—all of this to help them get absolute control of their distribution channel and return to selling at their chosen price.

The most rewarding part? We’ve had brands who’d been working with big-name attorneys and had struggled to see our same results, showing us that not only does our playbook work, but our platform is the most effective way to accelerate.

Logistics

Just like you want to protect your brand from shady distribution to avoid unauthorized sellers, you want to ensure you have strong logistics to get your product to the end customer quickly and cost-efficiently. Every part of the Unicorn Playbook hinges on this final piece, because having the perfect product and getting it in front of the perfect consumer with a perfect price won’t matter if they can’t actually get your product in-hand.

Oftentimes brands will find that fulfillment tends to be the most expensive part of the ecommerce equation. Shipping containers, moving product, taking care of packaging—it all adds up. So whatever you can do to use data to solve problems and find efficiencies can go a long way for brand acceleration.

One of the things we do is put our machine learning across products and tier sizes. For example, Amazon charges different fees to ship your product depending on the size, and we found that one brand we work with was 0.2 inches over the next size threshold. So, we explained the data and pitched decreasing their package size by 0.2 inches. They are now saving $65,000 a month, just because they knew to make one small packaging change on one product thanks to automated logistics insights.

Changing Package Size to Save Money With Automated Logistics Insights

Another example was finding a solution for Yogi Tea to ship their small, inexpensive products. We decided to combine their products and sell bundled sets instead of just single products. This wasn’t something they could handle in-house, so we did it for them. We packaged their products into a bigger, bundled product, and now it’s a top seller.

Bundling Yogi Teas

Be the next unicorn with Pattern and Enlisted Design

In summary, unicorn brands don’t just happen, they are created and accelerated through meticulous strategy and optimization. It takes data and great design to build a unicorn brand that resonates with consumers.

With Enlisted Design’s track record of creating next-level brands around the world, and Pattern’s expertise in expanding next-level brands across markets, marketplaces, and overall ecommerce, a Pattern and Enlisted combo is poised to turn you into the next unicorn.

As a unified partnership, we work together to fill the gaps in design, product, and marketing to ensure your brand is at the leading edge of your industry. We help you get the right product, on the right platform, in front of the right person. We don’t sell brands a design package or software suite that they don’t know how to use or don’t have enough people to manage—we partner with brands to accelerate their creation and growth.

Interested in learning more? Enlisted’s branding expertise will take your product to the next level, and Pattern’s ecommerce chops will ensure your brand accelerates to achieve its full revenue potential. Get in touch here.

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Aug 4, 2022

Ecommerce Innovators Podcast - Achieving Growth Through Technology

Join us for Ecommerce Innovators, a podcast that brings together the brightest minds in the industry to explore innovative strategies and trends in global ecommerce. We'll analyze what top brands are doing to accelerate their online success and you’ll hear from top executives who are changing the game for their organizations. Our host is John LeBaron, Chief Revenue Officer at Pattern—the premier partner for global ecommerce acceleration.

Listen on Spotify

Listen on Apple

In our conversation with John Wessel, CTO and SVP of Product & Digital at Fresh Water Systems, he talks about digital transformation, innovation, and growth. Hear about the many hats John’s wears, how the company has transformed since the 90s to stay cutting edge, the pharmacy part of the business, aligning and prioritizing multiple channels, and competing with Amazon.

Ecommerce Innovators Episode Synopsis

As we interviewed John Wessel, here are some things we learned:

Content leads to search ranking. For Fresh Water Systems’ ecommerce site, around 70% of their traffic is to the blog. The secret for content is “well-researched, well-written, long form content that is informative”. John explained that they have an SEO team who writes 5000+ word posts that are researched and documented. People read these blogs and comment, which drives more traffic to the blogs.

Ecommerce is changing the shopping game. John shared an interesting story about a plumber who orders parts every Friday night online, from wherever he can get the best price. He doesn’t have relationships with one supplier or an auto-renew subscription for his parts. Instead, he finds the best price just for the parts he needs every week. John thinks the trend of price shopping will continue, especially as ecommerce grows.

Invest in customer engagement, but don’t invest a lot of time into emails. How many advertising emails do you actually read? Companies often spend a lot of time doing A/B tests and crafting the “perfect” email. However, John pointed out that almost no one reads emails anymore. Instead, invest your time into different brand touchpoints you will have with your customer. You can still send emails, but make sure you dedicate less time to the process.

Listen to the full episode for free on Apple Podcasts, Spotify, or wherever you get your podcasts.

Aug 4, 2022

How Disjointed Sellers Take Away Brand Control on Ecommerce Marketplaces

A top issue we see with brands struggling on ecommerce marketplaces is a loss of brand control due to disjointed sellers—those that aren't following your brand policies and guidelines when selling your products online. Disjointed sellers can be gray market, unauthorized, and rogue sellers, as well as 3P and other sellers that are noncompliant with your branding, pricing, and other forms of representation online.

It can be very easy for brands to lose control of their ecommerce strategy when they can’t get a handle on disjointed sellers. Typically, these brands are either stuck in a game of whack-a-mole or just ignoring the warning signs of bigger issues and hoping for the best. But, when disjointed selling isn't handled right, the consequences can be devastating to profitability. A loss of brand control doesn’t happen overnight, and the factors that contribute to it are long-standing. 

Erode Consumer Trust

Before the advent of ecommerce, brands favored a wide distribution. It was the easiest way to get products to as many distributors as possible. But wide distribution, when left unchecked, leads to leaky distribution—allowing your excess products to end up in the hands of unwanted sellers.

So brands that continue to operate with a wide distribution strategy are losing brand control and are damaging their brand equity and product performance. Why? You’re unable to monitor your products’ pricing, performance, or quality. You can’t dictate how you’re represented by each seller, creating an inconsistent and false representation of your brand to your new and existing consumers. These issues often lead to poor reviews and erode opportunities to build trust with future customers.

Wear Away Brand Equity

In today’s ecommerce landscape, marketplaces and digital platforms connect people and sellers to make online shopping simple and seamless. They also provide customers complete price transparency. Google, for instance, allows consumers to access any of your products on virtually every ecommerce channel and retail location and posts them side-by-side for you to comparison shop.

Now, everyone from your D2C distributors to large marketplace sellers, legitimate 3P sellers, and rogue and unauthorized sellers are on a level playing field—they’re all presented to the searching consumer, and that consumer has the purchase power.

Disjointed sellers have just as much power and authority to represent your brand as you do, without the same quality, pricing strategy, and customer focus as you.

Cause Competition and Price Matching Issues 

In most shopping scenarios, consumers will choose to purchase a product from whichever seller offers the lowest price. Marketplaces like Amazon and Walmart know this, and optimize their product selection based on all retail offers to serve consumers the lowest price for the same item.

This means that as one seller drops the price of your product, the next will follow, and then the next, etc. Everyone gains access to the product at or below MSRP. This opens the door for unauthorized sellers to purchase inventory during promotions or at discounted prices and then turn around and sell the same product slightly below competing sellers’ prices—for profit.  

As customers search for your product, they notice the cheaper price and purchase from the unauthorized seller, rather than paying the price you’ve established with your retail teams. Simultaneously, as Amazon monitors their product listing against other available channels, they notice they don’t have the lowest price. So Amazon, and other marketplaces, in service of the consumer, drop their price to match the lower price offered by an unauthorized seller. To stay competitive, your other channels follow suit. The cycle, also know as the profitability death spiral, continues to drive down the price of your product, grinding away your margins and profitability.

This doesn’t sound like much of a problem if your brand isn’t actively selling on ecommerce marketplaces, right? Unfortunately, it causes big issues for your brick-and-mortar sales, too. Large retail chains like Best Buy and Macy’s noticed this potential loss of sales from ecommerce and needed to defend and protect their profit. Retailers started telling brands that, in order to keep their products in-store (which accounts for 80% of most brands’ sales) they would need to lower their prices to match online prices. Which led to the concept of price matching. If a customer could prove the price of a product was lower somewhere else, Best Buy would match the lower price and charge the brand for the difference.

As other brick-and-mortar retailers jumped on the trend, brands started to see large losses in their margins.

Gain Ecommerce Control with Pattern

The danger that disjointed sellers pose to brands is enormous—without a way to control all of a brand’s distribution points on ecommerce, your brand spins farther and farther down the profitability death spiral. Using custom technology and data-driven insights, Pattern can identify disjointed and unauthorized sellers for your brand and develop a custom strategy tailored to your specific needs to address these big issues as soon as possible. Then, Pattern partners with the econtrol law firm, VORYs, to enforce take downs and save brands who find themselves caught on any stage of the death spiral.

With the right resources and expert help, we’ve helped hundreds of brands to regain their footing and control on ecommerce, win the buy box, and grow their sales. 

Contact us today to regain your brand control.

Aug 3, 2022

How Pattern Took Sylvania Beyond Amazon to Achieve Double Digit Growth

As the leading automotive supplier and long-time brick-and-mortar brand of high performance lighting products, Sylvania was facing challenges to increase profitability on ecommerce.  Exclusively available on Amazon and direct to consumer, Sylvania built a strong seller network, with huge market share, but was having issues with compliance and optimizing ecommerce.

As the top ecommerce accelerator, partnering with Pattern provides the expertise and deep marketplace knowledge to identify additional marketplace opportunities for brands, and the strategic teams to effectively launch on global marketplaces. Partnering with Pattern was critical for Sylvania to grow its profitability on and beyond Amazon.  

Pattern Develops and Launches a Custom Marketplace Playbook

By effectively evaluating the opportunity for new customer growth, increasing profitability, and outperforming competitors, Pattern’s marketplace experts and brand managers went above and beyond to help Sylvania diversify its ecommerce portfolio.  

In addition to creating an eBay storefront, Sylvania expanded its products to Target+ and Walmart.com. In some instances, like on Walmart, Sylvania was already available on the marketplace but changed its strategy from a 1P seller model, which has its own challenges and roadblocks, to a 3P partner seller model–naming Pattern as its partner.

Whether it was launching on new marketplaces or shifting its seller strategy to achieve greater marketplace success, Sylvania benefited from Pattern’s relationships with and deep understanding of how to succeed on marketplaces.  

In addition, as an ecommerce accelerator, Pattern invests in Sylvania’s product and manages the brand’s entire ecommerce journey on each marketplace. This partnership takes the stress and fear out of launching somewhere new so the brand does not need to understand the nuances, best practices, and details of each individual marketplace.

Sylvania Sales Jump Almost 100%

Not only did Pattern help Sylvania with their simple goal to increase its availability on marketplaces beyond Amazon, the ecommerce accelerator helped the automotive supplier achieve: 

Exponential Sales Growth:

  • 97% sales revenue growth YoY from November 2018 to November 2019

  • 151% unit sales growth YoY from November 2018 to November 2019

Flawless Marketplace Growth:

  • Sylvania has expanded to Amazon, eBay, Target+ and Walmart, all with Pattern’s strategic marketplace expertise and knowledge

  • Target+ is difficult to get approved to sell on, but Pattern’s marketplaces team and its resources was the necessary advantage to get Sylvania listed

    • Pattern managed the administrative and compliance logistics to get products approved, listed, and optimized to match other marketplaces

    • Pattern is also working with Target to redefine categories so they better match Sylvania’s products 

  • Pattern’s customer service team helped Sylvania’s eBay business achieve 100% positive customer feedback

Pattern has the resources necessary for a brand to take control on existing and launch on new marketplaces.

"Pattern is truly an extension of our brand. They know what they are doing when it comes to everything needed for a brand to succeed on marketplaces.”

- Chris Mitchell, Sylvania OmniChannel Analytics Manager

Contact us today to build your game plan for and take control of your marketplace strategy.