Chapter 15
Distribution and Merchandising in an Augmented World
IN THIS CHAPTER
Building your business with strong distribution strategies
Finding distributors and retailers
Considering the best marketing channel structure and maximizing retail sales
Thinking about point‐of‐purchase incentives and displays
You can build the greatest product ever invented, but it won’t matter if you don’t have an equally great distribution channel and strategy in place.
Quality and quantity of retailers and distributors are important considerations for B2C and B2B businesses and impact not only access to your product but also the prestige and perceived value that drives your pricing limits. If you produce luxury goods, where you sell them is critically important. People expect to pay more at finer retail stores like Saks Fifth Avenue and Neiman Marcus. But the minute you start selling your luxury item at discount department stores like JCPenney, the perceived value of your brand will drop drastically, and that can forever change your pricing as well.
Distribution strategies need to consider the impact ...
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