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Ecommerce Guide
This file helps you list, price, and promote MLILY products online while protecting your margins and staying compliant.
Our Products Online
Maintain MSRP on public listings
Use private channels for added value
Drive traffic online, convert where it performs best
MSRP MAP Online Policy
These guidelines protect your margins, prevent price erosion, and support long-term retail success.
The following list are examples of advertising and promotion of MLILY that do not violate the online policy and correctly show MSRP to web crawlers and consumers.
- Direct-to-Consumer Channels (Private) : Email Marketing, SMS/Text Marketing, Direct Physical Mailers, Handouts/Flyers
- Hidden Digital Pricing (Requires Consumer Action) : Login for Price, Email for Price, Subscribe to Newsletter
- Online to Offline Conversion : Call/Text for Price, Best Price in Store
- Online Direct Retargeting : Abandoned Cart Recovery, Dynamic Re-marketing
- High-Value Bundling : Gift with Purchase, Store Credit, White-Glove Service, Mystery Gift
- Localized & Physical Advertising : Television, Radio, Exterior/Interior Store Signage
- Social Media & Influencer : Link Stickers, Bot Response, Affiliated Sales Programs
- Special Programs : Store Loyalty Programs, Membership Club, Price Match Guarantee, After-sales Rebates, Trade-in, or Recycling
- Other : Comfort Trials, Community Flash Sales, Private Sale Events, Referral Discounts
- Unconditioned "Automatic" Discounts specific to product categories or store/site-wide sales that do not specifically single out MLILY
Coupon Codes that are not publicly online displayed in a static format (such as on the main website page or product page) are allowed to be utilized with all of the above methods to allow on your website to achieve a better price.
The below items show up via direct web crawlers and often negatively impact direct in-store sales between consumers and retailers.
- Lower than approved MSRP on any and all publicly listed online listings or sale landing pages
- Lower than approved MSRP meta-data feeds or CSE feeds
- All forms of "Strike-through" pricing that displays or results in lower than the approved MSRP
- All forms of "Strike-through" pricing that displays or results in lower than the approved MSRP
- All forms of "Add to Cart" pricing that automatically results in lower than the approved MSRP
- All forms of "Instant Rebate" pricing that automatically results in lower than the approved MSRP
- Unconditioned "Automatic" Discounts specific to singling out MLILY product
All third-party sales sites are off-limits to Retailers attempting to sell MLILY products – this includes non-MLILY branded products from the Essential and Noctua lines. These sites include Amazon, Wayfair, Overstock, Walmart, eBay, and other marketplace websites that are not directly controlled by the retailer. MLILY reserves the first right of sale on websites of this kind at MSRP.
The policy above covers all standard line MLILY branded products and categories with following below exceptions.
- Discontinued and Closeout products, even if MLILY branded, can be sold as the retailer wishes and have no stipulations about their MSRP or how they are sold online and will be communicated during Product Discontinuations.
- Essential, Noctua, and other non-MLILY branded products can be sold as the retailer wishes and have no stipulations about their MSRP or how they are sold online.
