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Retail & distribution

Distribution is how a product or service gets to the final customer. It can be direct - managed by the business itself - or indirect – using retailers who sell goods to many consumers. Traditionally both direct and indirect distribution happened via “bricks and mortar” outlets or other physical channels. However, both increasingly take place online (e-commerce and m-commerce). Another emerging area is social commerce, which involves selling via social networks or peer-to-peer communication.

Key Reading

Important papers from across the Warc database

This article argues that brands must not only reject discounting as part of their relationship with retailers, but must also sustain a feeling of 'meaningful difference' from competitors. Further, brands must focus on maintaining margin, not just volume.
Byron Sharp and Kate Waters highlight the crucial role of distribution, and availability, in brand growth.
Why a growing number of brands are using digital channels to explore DTC opportunities.
A report on changes in pricing, trust and personalisation, plus the growth of international marketplaces.
Guidance on how companies around the world can make their trade promotions more effective.

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