There are various ways of getting the product to the customer. Some brands do this through their dealer network, other companies deliver via the Internet, and yet others through physical, branded stores. The emergence of the Internet and new insights about distribution influence the commercial results of companies. Customers no longer buy products from their usual supplier.
They might, for instance, buy their health insurance from a football club, which has made a group arrangement with an insurer. They buy their DELL computer from an Albert Heijn supermarket. They take out a loan through the Kruidvat store, while companies arrange discounted legal assistance insurance through the entrepreneurs’ association MKB Nederland. We are also witnessing shifts within distribution in the business-to-business markets. Companies must therefore pay serious attention to “partnering” within the various target group segments. The partner market is expected to be parcelled out over the coming years. As partnerships are geared towards long-term cooperation, it is very important to formulate a good distribution strategy. Your organisation must also be designed accordingly. Good distribution partners can handle large volumes, new target groups and lower selling costs. Working with you,
MarketingMonday selects the right partners and develops the distribution propositions necessary to achieve rapid growth on new markets. Although there will be strong growth in distribution via the Internet and through distribution partners, other outlets, such as retail stores, will still be used for distribution. Companies who work with retailers, agents and dealers are faced with a tough challenge, as these resellers can pick and choose from multiple suppliers and products. The biggest challenge is winning and retaining their loyalty, in order to get your products to the top of their list of priorities. If they are favourably disposed towards the total dealer proposition, sales throughout the network may grow strongly. There are a number of threads to a good dealer strategy: a good range, good margins, training and service, smart marketing communication tools, pull marketing and possible prospect/lead payments. Because time, money and resources are often scarce, and return is the overriding objective, the proper segmentation and management of the dealer channel is crucial. You can count on MarketingMonday to assist with this task too. Our dealer matrix gives you an insight into all the important steering factors. Drawing on this matrix and other information, we help you to select and develop your dealer channel
- Customers no longer buy from their usual supplier
- Choose good distribution partners, who are equal to the challenge of handling large volumes, new target groups and lower selling costs
- Don’t leave it too late: distribution partners will be able to pick and choose over the coming years
- Develop a smart distribution strategy for retailers, agents and dealers
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