LAKEWOOD, Colo. — With more and more focus on wholesale digital ordering platforms, Brandwise will soon be launching its own global marketplace, Bigmap. And what makes this one stand out from the rest is that it doesn’t cut sales reps out of the loop. Instead, the platform will directly connect retailers with salespeople.
“Now, more than ever, we must pay close attention to the importance of every dollar that a retailer spends. The statistics are clear. Salespeople with brand-specific and territory-specific knowledge are uniquely equipped to foster higher-quality orders.” – Todd Litzman
According to Brandwise representatives, the new digital marketplace is expected to launch in early January, although it has been in development for more than two years and in internal discussion for four years. The new platform represents the retailer-facing aspect of the cloud-based Brandwise 2.0 technology that first began to roll out earlier this year with the introduction of Passport, Transit and, most recently, Reach 2.0.
“In building this structure, Brandwise has been guided by one central mission: Identify, preserve and leverage all value that exists within the Brandwise ecosystem to the benefit of all stakeholders,” said Todd Litzman, COO and co-founder of Brandwise.
Reflecting on the current environment, Litzman added, “Now, more than ever, we must pay close attention to the importance of every dollar that a retailer spends. The statistics are clear. Salespeople with brand-specific and territory-specific knowledge are uniquely equipped to foster higher-quality orders. Basically, platforms that rely solely on machine learning cannot replace this inherent value.”
How it works
Retailers will be able to explore brands and products and place an order directly through the site. After a retailer places an order on Bigmap, it is then routed to the salesperson assigned by the brand to that retailer’s territory, allowing the retailer to benefit from further suggestions, as well as prime customer service.
Linking retailers to this human connection gives them the opportunity to work with a salesperson that is knowledgeable about that brand and their local area. Having been directly trained on the products that they represent by the brands themselves, sales reps understand what sells well near retailers, any nearby saturation of that brand and likely already knows the town and the store of the buyer.
Bigmap charges brands a modest transaction fee regardless of whether the retailer is new or existing to the brand. The decision to use this more progressive model is done by design.
“By not competing for the sales commission, as other sites do, the brands can continue to pay salespeople to do their valuable work,” Litzman explained.
To ensure that this value is maintained for all stakeholders, the services that Bigmap provides are available to all brands, retailers and salespeople regardless of whether or not they are Brandwise customers. Brands decide whether a retailer’s order is routed to an external salesperson or to its internal salesforce.
Benefits at a glance
According to Brandwise, Bigmap was designed to be a “win-win-win-win-win for retailers, brands, salespeople, agencies and our industry as a whole.” Some of the benefits include:
- Bigmap will provide retailers access to millions of products across thousands of brands.
- Salespeople have the opportunity to work with retailers to build better orders and maintain brand integrity within their territories based on their knowledge of the area, the brand and the retailer.
- Agencies gain new retailers through product and brand discovery and are strengthened by the opportunity for increased salesperson-to-retailer interaction.
- Brands have an independent platform to facilitate the generation of new leads at a low fee allowing them the possibility to keep salespeople involved in the process.
- This interaction will achieve better results for all stakeholders.
“Since late last year we have been sharing a message: Brandwise is the only platform that builds on the strength of our industry’s past and the potential of our collective future,” Litzman said. “Bigmap is the next step on our path. Our responsibility is to provide an opportunity for every order to be successful, leading to retail sales and reorders. We feel strongly that the technology and structure included in Bigmap accomplishes this by incorporating the benefits of a global marketplace without sacrificing the value of human knowledge and experience.”