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Channel Relationships

While the marketer who uses channel members to sell consumer products has access to information for their immediate customers (e.g., resellers) they often do not have access to sales and customer behavior information controlled by the party selling to the final consumer (e.g., retailer). Knowing the demand patterns at the final consumer level can give marketers good insight into how the reseller may order. Developing strong relationships with the holder of consumer information can result in the reseller sharing this information with the marketer. In fact, as we noted in the Distribution Decisions tutorial, some retailers allow marketers direct access to real-time, store-level inventory information so the marketer can monitor how products are selling in stores and be in a position to respond quickly if inventory needs change.

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