Most manufacturers have been accustomed to selling through a number of retail partners. As retailers continue to consolidate, both online and offline, manufacturers are seeing the power dynamic changing and that is forcing a change in marketing strategy. Going forward, manufacturers will be exploring unique and exclusive relationships with their retail partners.
As the digital shopping experience improves, manufacturers are seeing an opportunity to increase their sales directly to consumers. Some manufacturers are opening retail stores while others are selling online. This marks a big shift from the days when manufacturers used to help retailers sell their products. Retailers are struggling to hold onto market share in this new ecosystem and are looking for ways to improve their marketing and customer loyalty.
As the economy recovers from the Great Recession, manufacturers are gearing up to sell more products. Some are finding that the three-tier marketplace they’ve positioned themselves in has changed. To improve their competitive angle and connect directly with consumers, more of these enterprises plan to use rebates in the coming year.