The Advantages And Limitations Of Direct Distribution Channels

How does Direct Distribution channel work? Direct distribution can be defined as a direct path by which goods and services are to pass to the ultimate user. In this definition, goods and/or services are delivered directly from the supplier to the customer. On the other hand, it also refers to the pathway goods and/or services take from the ultimate user to the actual recipient. The ultimate user could be the end user who receives the goods or services.

Understanding Distribution

This process is a very important process especially for manufacturers as they need to ensure that customers get the right products or services that they need. Even in an online business, distribution is incredibly important. For example, businesses such as StreamOZ In addition, the process of direct distribution channel allows the manufacturer to ascertain whether the consumer's interests are being met. For instance, when a company manufactures a product, the manufacturer sells directly to the consumer and not through a chain of retailers. Examples of companies manufacturing goods through direct distribution channels include wholesalers and manufacturers.

As discussed above, the direct distribution channel provides two kinds of consumers: one is the consumer who receives the goods and the other is the retailer who sells directly to consumers. In other words, indirect distribution channels include wholesalers and manufacturers. The manufacturer sells directly to the retailer and then delivers the product to the consumer. On the other hand, indirect distribution channels include retailers who sell the products to consumers who order them from retailers.

Mode of Operation

Now that we have discussed the two types of consumers, let us talk about how direct and indirect distribution channels actually operate. When a company manufactures a new product, it starts by selling directly to the consumers. It delivers the goods to the doorstep of the consumer and ensures that the consumer purchases the product. However, indirect channels come into play when consumers buy from retailers.

The direct process often involves the retailer making a profit out of the sale of the item directly to consumers. This means that the retailer has to find a way to make more profit on each sale and this comes through the various discounts that the retailer offers to the consumers. For instance, in case of clothing, a wholesaler may give a discount of 5% to retailers and another group of retailers might offer a discount of another percentage to wholesalers.

Wholesalers, on the other hand, sell directly to retailers. They also provide packaging materials like boxes and labels. A wholesaler can find customers by running a store in the neighborhood or by using advertisements in newspapers and magazines. Retailers, in return, receive the items that the wholesaler sells directly to consumers and, hence, wholesalers can enter into direct channels for selling their products. Thus, a retailer gets an item at a cheaper rate and a wholesaler gets a larger profit margin.

Advantages and Limitations

Direct channels combine the advantages of both a retailer and a wholesaler. They can be used by any business. They are a cost-effective method of selling. For instance, if an individual owns a chain of retail stores, then he can use these channels to sell his products directly to consumers. Likewise, if an individual wants to sell his product directly to consumers via online auction sites, then he can use this channel to sell it.

However, direct channels have some limitations. In order to become a direct channel, the retailer must have a strong brand and consumers must have faith in his brand. Also, the consumer must have the capacity to purchase the item and the retailer must have the means of delivering the product to the consumer. On the whole, direct channels represent a great alternative to the retail party plan system.