When middle market suppliers engage in direct sales, they compete with their wholesale customers. And that can be a little bit like biting the hand that feeds you. Even though traditional retailers are likely to resent encroachment by suppliers who sell online - and may even fight back by attacking the suppliers' direct distribution channel - research by Center Fellows shows that dual-distribution strategies can actually be advantageous to both retailers and suppliers. That is, as long as suppliers are willing to turn the other cheek and make a few concessions to accommodate their customers-competitors.

Want insights into how to leverage multi-channel distribution strategies to enhance your brand and strengthen your margins? Download the whitepaper to read more.


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