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Opening a Direct Channel

In: Building Brands Directly

Author

Listed:
  • Stewart Pearson

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.

Suggested Citation

  • Stewart Pearson, 1996. "Opening a Direct Channel," Palgrave Macmillan Books, in: Building Brands Directly, chapter 0, pages 396-402, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13771-8_19
    DOI: 10.1007/978-1-349-13771-8_19
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