How Retail-Integrated eCommerce helps both brands and retailers
29Oct12

The traditional commerce model has been something like this:

Manufacturer produces product -> ships it to retailers -> retailer markets product -> retailer sells to consumer –> retailer orders more product from manufacturer.

As the internet has grown and e-commerce become more viable many manufacturers looked to cut out the middleman:

Manufacturer produces product -> manufacturer markets product -> manufacturer sells to consumer

This worked for some but obviously resulted in a lot of retailers no longer supporting the manufacturer. Not an ideal outcome.

Now there’s a new model to consider, Retail-integrated eCommerce:

Branded manufacturers sell online directly to consumers -> manufacturer passes order to their retailers for delivery to customer

The following infographic from Shopatron demonstrates how the new model works. Is it Retail-Integrated eCommerce something your industry should be considering?

 

Posted under Infographics, Innovation, marketing

Written by Craig Wilson