Gift Wrapping At Amazon.com

Here's a thorny challenge.

Maybe you're like me (most likely you're not like me, but that's a topic for another day). Being 1,700 miles from family, you visit Amazon to purchase a gift for your nephew for Christmas.

You select the gift, then you select gift wrapping. Except, the item isn't eligible for gift wrapping. The item comes from one of Amazon's partners.

In this case, you run into a unique challenge in multichannel marketing. Amazon uses a vendor that allows for a different customer experience than the experience typically promoted by Amazon.

If you were CEO of a brand that had business partners with different customer service capabilities than your brand, how would you deal with this challenge?