Sale Channels

Conflicts in sale canals
Internet offers manufacturers the possibility directly matter of doing with the end customers and this way the margeverslindende pass tussenkanaal. distribution problems, the added value of a partner and revenge action are however dangerous obstacles. Molars between direct and indirect canals are as choosing between your linkerarm and the judge.

Why Dell offer the sharpest prices? We have eliminated the expensive tussenhandel! In its publicities computer manufacturer winds Dell there no doekjes for, thanks to Internet there is direct contact with the end customer and proves to be the indirect canal of commission agents, who ask everyone compensation for their service, superfluous. And that means more fork or discount for the customer, who can keep the manufacturer in own pocket. But Dell had for that no existing relations help soap. Manufacturers who lean heavily traditionally on the tussenhandel as a sale canal examined the possibility for bursting the internethype already with the necessary reservation the indirect of passing canal. The conflict between the direct and indirect canal is thus already as old as the tussenhandel themselves. Toch the arrival of Internet (and the constant economic tegenwind) has this discussion new lives insufflated. ' the first idea was Internet as a replacement of the indirect canal, now it is especially tried reinforce each other as a supplement ' sees peter Jan Kragt, senior person consultant of Retail management Center (RMC).

Retailrevolutie
In spite of the bestempeling of e commerce if, such as on the site of RMC, see Kragt can the 'last be read retailrevolutie ' danger still little for for example franchisenemers. There is, however, what experimentings are, but the manufacturer return on this mostly. The personal contact is important nevertheless, just like physical delivering the product. It continues nevertheless a problem people at home, the more so find if it concerns perishable products. Generally consumers use Internet, according to Kragt, especially for navraag and objective, business information. ' Standaardproducten such as are a package coffee or compare a photograph camera by means of Internet easily ', thus Kragt which indicates that thereby especially data come look at such as the number of pixels, weight and price. It plays less in lines where emotion, are appropriate and try at comes look at, like in the vogue. mail order ring is an exception on this last, however, but that was already this way for the arrival of Internet.

The requirements to the tussenkanaal have been, however, forced up by the arrival of Internet, see Kragt. Productvergelijkers belong to customers improve informed to a sale point, and they have become also more mature. Then have you as retailer a problem. You must ensure that you with your mouth full cogs do not come stand. But Internet touches the retailkanaal better also informed. The added value of Internet in the retail is present therefore especially in offering information, the tussenkanaal are considered as a distribution point. 'the manufacturer has all information and can for example indicate which shop offers price to the bests'. Thus Kragt outline as an example of a sending role which can take a manufacturer. The retailer a role must find, for that must fight and of course an added value to offer. Other one is those retailer no longer than dozenschuiver.

Strategy for canal conflict
Of course the tussenkanaal are not entirely defenceless, thus proved to be autumn also last then Albert Heijn announced to the wasmiddelen of manufacturer Unilever to keep out to enforce better supply conditions and a lower price. Although effective action seems rare in the Netherlands, you must as a manufacturer be before you take the step to pass the tussenkanaal therefore firstly well the assessment make what the consequences can be of vindicatory commission agents. There is a larger chance on revenge action if the products of the manufacturer an important component warns forms of the sale strategy of the retailer, thus the American General management Technologies (GMT). Beside the possibility and impact of revenge action a too weak mark name reason can be the conflict from the way go. Many customers of GMT are manufacturers of consumer goods, and canal conflicts are find correctly in that line multiple. Based on risk which directly sells by means of Internet with itself brings with, a triad is follow strategies according to GMT: conservative, a gematigde or (very) aggressive.

Suspicious franchisers
Bookshop Bruna did not choose at the start with e commerce in 1996, to directly will compete with with the franchisers. In the conservative strategy the Internet site especially a marketing instrument is, for picking up ordered products it was referred to the physical shop which could catch for that financial compensation. From the beginning Bruna have been open concerning the plans and involved the suspicious franchisers in the plans. 'we find that you can each other reinforce and to that work we', tell to managing director Bart Schlatmann van Bruna.nl in spring of 2002 to Itcommercie. Meanwhile is also TPG posts, shareholder in Bruna-moeder mail offices plc, integrated for providing online ordered products. With that the Internet branch will compete with more and more with the franchisers, but that experience meanwhile also the advantage of the Internet activities. Beside the extra turnover - the largest part of the orders still in the shop is picked up - is by means of informatiezuilen now also products sell which they do not have on stock.

Products online more expensively offer, only the lowest threatening products online offer, or for products which can cause a canal conflict to refer to the partner to be typical for the moderate strategy. Also the divisie Domstiq Appliances and Personal Care (DAP) of Philips use this strategy during the first steps in the search to direct customer contact which has put the elektronicagigant in the middle of previous year. The scheeremulsie which belong to the razors of the type Cool Skin try directly wear Philips to the purchasers. According to Calvin Crouch, director Global CRM, for this product it has been chosen because the retailers see nevertheless already little bread in sale of these gel. Crouch are not also of plan change the retailkanaal, late stand become estranged itself of the traditional retailpartners.

Cannibalism
A number of companies shuns the confrontation with its own retailkanaal - at least for a certain segment in the klantebestand - not in the least. Elektronicaretailer use Megapool for example on Internet identical price, conditions and bezorgkosten as the physical shops themselves. According to manager e business Patrick Vroklage is the web shop the turnover of no threat to its own franchisenemers. Also lingerieketen Hunkemöller offer online the same service as the physical canals, but just like Vroklage Chantal Poiesz, see foreseeing e commerce coordinator at Hunkemöller, the web shop in very other needs and therefore as additional turnover. ' the Internet site becomes visited if there is extra need for privacy, therefore our online canal to kannibaliseert no turnover of the physical shops ' explains Poiesz.

In aviation the slap seems hardest arrive. When previous year announced KLM herself online tickets sell to will, some travel offices of openlijke a war declaration spoke. For Lufthansa appeared that in any case already no wind eggs to lay. With a discount action according to Udo Papperitz, general manager CRM Corporates and Agencies van Lufthansa, no less than a quarter of the turnover by means of the direct canal it was within limited time obtained. At this moment is that it has been clearly put sunk back to five per cent, but the tone. The large agencies see, however, in why it is need for us, thus Papperitz. The airline companies themselves especially must it of fast books at short flights, for travel offices the appreciation in offering packages lies.

' we have had a clear focus on internal, now the focus lies at the bricks, but it will continue produce always a tension ', thus peter sees Jan Kragt van RMC that manufacturers and the indirect canal necessary remains each other has. Especially because the customer to no longer predict is. ' the one day wants order the customer directly online, the next day is which with the partner on step and buys a simultaneous product in the shop.' Think in matter such as target groups and age groups also no longer work according to Kragt. Behaviour depends on the poll, the offer and the economy. And that is difficult predict. That proves also Dell, surprise which in spite of the discomfort in It-sector could everyone with a profit - and per cent in 2002. and that is omzetgtoei of respectively nineteen and thank thirteen mainly to eliminating those expensive dozenschuiver in the middle which forgets add value.