It’s likely you’re familiar with grocery chains Albertsons and Safeway, but it may come as a bit of a surprise to find that both belong to the same company – Albertsons. The external appearance as separate companies with independent identities is a clever marketing trick. The pretend “competition” means that it doesn’t matter which of the two stores the customer chooses: the profits flow to one and the same company.
In addition to the centralization of profits, the shared market dominance by the two brands is another advantage. If one of the two is affected by a serious scandal or attracts negative attention due to a botched advertising campaign, the other remains unaffected.
With a multiple domain strategy, companies pursue a similar approach online. As market dominance increases, risks are minimized, customers have a sense of choice, and profits converge in one place. Read on to find out how exactly this works and how you can use multiple domains profitably.