Online Counterfeiters: Getting Smarter and Now Enlisting Customers’ Help

The evolution of consumer behavior toward using the ultracompetitive environment to their own advantage should have brand owners sitting up and taking notice, as well as paying closer attention to activity on e-commerce platforms. In this case, Wal-Mart was able to stop the bleeding pretty quickly. It simply and nimbly put an end to its price-matching policy. However, many retailers haven't made the investment in the kind of behind-the-scenes "intel" that would enable them first to understand what's happening, and then to rapidly and effectively respond to the ever-morphing reality of online counterfeiting.