Opening a Direct Channel

Stewart Pearson

Chapter Action Plan Three in Building Brands Directly, 1996, pp 396-402 from Palgrave Macmillan

Abstract: Summary Opening a direct channel of distribution has two overriding advantages related to sales and service. Without significant investment in infrastructure, the direct channel generates incremental sales, usually from new customers, but potentially from existing customers as well. Direct can be complementary not competitive to retail. But the second advantage is that a direct channel enables a company to regain control over the customer interface, and over all the decisions about product, pricing and promotion that it may have surrendered to retailers.

Keywords: Customer Relationship Management; Direct Channel; Brand Personality; Customer Lifetime; Customer Interface (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_19

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