Case studies Retail
Why sellers were not joining an online marketplace
A large-scale B2B tracker measured the barriers facing several seller audiences and monitored whether the retailer's response was working.
- Brand Tracking & Growth Diagnostics
- Quantitative
- B2B
The objective
The retailer wanted to know why retailers, manufacturers, and other businesses were not joining its third-party marketplace, then track whether its response reduced those barriers.
The research design
The tracker used consistent performance measures across several seller groups, recording both the frequency and importance of each barrier.
The outcome
The client adopted an organization-wide action plan based on the ranked barriers for each seller audience.
For methods and deliverables, see Russell's Brand Tracking & Growth Diagnostics page.
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