In the business world, distribution is the art of getting products to their destination quickly, efficiently and in perfect condition, which requires a very precise distribution strategy. Logistics is the beating heart that connects supply with demand and that ultimately makes business activity possible. That is, if the supply chain fails, the bottom line will be harmed and reputation crises will begin. This is why, behind every successful product, lies a smart and effective distribution strategy.
In this journey of invisible but vital connections, companies draw their shortcuts to the market, designing ingenious strategies to offer a differentiating distribution service, since, above all, in the world of e-commerce, a day of difference in delivery can mean that the customer ends up abandoning the cart and switching to the competition.
Discover in this post the fascinating area of logistics and its distribution strategies: from traditional channels to the most innovative and disruptive ones that challenge the current commercial landscape.
Introduction to distribution strategies: What do they consist of and why are they key to business activity?
Surely as a customer or user, you have already seen for yourself how important it is that your orders arrive in good condition and within the stipulated period; This is the result of a good distribution strategy, which is nothing more than the design of the comprehensive plan to take your products or services from the place of production or storage to the final consumer. This strategy includes key decisions about the distribution channels to use (such as retailers, wholesalers, online sales, among others), the logistics involved in the transportation and storage of products, inventory management, the location of points of sale and customer service at different points of contact. The main objective of a distribution strategy is to ensure that products are available and accessible to consumers in an efficient and profitable manner.
Key factors that define a good distribution strategy
“Efficiency” is the concept that would best define a good logistics strategy and is that, in the transfer of goods, clients and intermediaries expect maximum speed, quality of service and the greatest possible cost savings, both economic as well as energetic.
These are the 5 most important tips in the supply chain
- Market knowledge: understanding the needs, preferences and behaviours of the target audience is essential to choosing the most appropriate distribution channels.
- Selection of appropriate channels: identify and use the optimal distribution channels, whether physical (retail stores, wholesalers) or digital (e-commerce, social networks), depending on the type of product or service and consumer behaviour.
- Efficient logistics: guarantee a fluid and effective supply chain to minimize costs and delivery times, ensuring the constant availability of products at points of sale.
- Price strategy: coordinate the distribution strategy with pricing to maintain profitability and competitiveness in the different channels.
- Customer service: offer effective and satisfactory after-sales service to generate loyalty and trust in consumers.
What are the new distribution channels like?
Distribution channels are a fundamental piece for logistics to develop continuously and without obstacles. Currently, thanks to the application of new technologies to this field, such as automation, robotics, or the use of big data at different points, such as stock storage, they have managed to significantly improve the most effective and most efficient distribution channels. efficient. Thus, if you are thinking about starting your own business and find yourself in the position of having to decide on a distribution channel, keep these tips in mind:
Omnichannel: The pandemic has accelerated the use of multiple purchasing channels. Wholesalers and the distribution environment, in general, are betting on the opening of new sales channels and the optimization of existing ones.
Openness to the end customer: although wholesale activity has traditionally focused on the professional customer, increasingly, a progressive approach to the end customer is being seen.
Digitalization: Companies are using technology to connect directly with the business from any point. The possibilities of working in the cloud and the ease of payment per use drive this digitalization.
Assessment of distribution channels: Companies are conducting an assessment of new distribution channels taking into account criteria such as the ability to comply with global and country-specific regulations, the infrastructure necessary to support transparency in financial information, the collection of data, collation, processing and analysis.
Technology in electrical distribution: the use of new technologies and monitoring and information-gathering tools allows us to have greater knowledge of the network and apply solutions based on artificial intelligence for optimal and efficient management.
Learn about some of the latest types of distribution systems that are revolutionizing logistics
- Automatic clad-rack warehouses: Hayat Kimya, one of the leading manufacturers in the Eurasian FMCG market, has built one of the largest automated clad-rack warehouses in Europe. This distribution system is especially useful in areas with high seismic risk.
- Radial, ring, mesh, selective primary, selective secondary and mixed systems – These systems offer a range of options that can be tailored to the specific needs of electrical infrastructure.
- Intensive, selective, exclusive, direct and indirect distribution strategies: these distribution strategies are used depending on the specific needs of each company.
- Logistics innovation: Companies are innovating in logistics to ensure the best customer service and reduce operating costs. This includes the constant renewal of processes, sometimes through technology, other times through logistical strategies.
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