Nationwide Heads Boldly Forth in 2002
BrandsDirect receives up to 4.5 percent of the sale, a number that Delli Santi said was recommended by a dealer council because it was relative to salesperson's commission on a sale.
Nationwide dealers are included in the web site for free, but the BrandsDirect.com is open to non-members as well. In fact, said Delli Santi, they are actively sought out, but must pay a monthly fee that is estimated to be $100, though a final price has not been determined. Delli Santi said that BrandsDirect has to keep its service open in order to gain national recognition to both appease manufacturers who need national exposure and who have dealers outside of the Nationwide/BrandsDirect network and Internet companies, such as Yahoo and AOL, who will only recognize e-commerce companies that have national coverage.
Weisner said that the new site is a way for dealers to unite on the web, just as they do in the buying group. "You can have your web site up there yourself and hope you get a hit, but if you're one of the top five, then you're positioned (at the top) not buried down with 2,000 other retailers." He pointed to one of Nationwide's biggest competitors as an example of success. "Sears is doing a lot of business there (on its web site), they're sending a lot of customers to their stores"