How To Nail Your Distribution Strategy

What Is a Distribution Strategy?

A distribution strategy is a crucial component of your overall business model, outlining the steps necessary to move products from their origin to the ultimate point of purchase. It's the lifeline that connects all entities involved in a business — from manufacturers and distributors to retailers and consumers.

But it's not just about getting goods from A to B. A good distribution strategy also involves deciding how to cover the market, how to penetrate it to the best advantage and how to distribute your products in a way that optimizes profitability.

This strategy is influenced by a variety of factors, including your products, your target audience, the market conditions, your competition and more. The ultimate goal is to align your distribution methods with your business objectives to create the most efficient and effective path to the target audience.

Why Are Distribution Strategies Important?

Distribution strategies form an integral part of any retail operation for several reasons. Here's why they matter:

1. Customer satisfaction: Meeting customer demand and delivering products on time is key to customer satisfaction. A well-planned distribution strategy ensures products are available when and where they’re needed.
2. Competitive advantage: A smart distribution strategy can enhance the consumer experience, leading to increased customer loyalty and brand recognition.
3. Cost efficiency: By minimizing storage time, a distribution strategy can reduce transportation costs and improve inventory management.
4. Market penetration: Your distribution strategy can directly impact your ability to reach and serve your target customer. The more efficiently you can get your products to market, the greater your potential for sales and revenue.

Types of Distribution Strategies

When it comes to getting your products in front of customers, there's no one-size-fits-all approach. Different products and target markets require different distribution strategies. Let's delve into some of the most common types:

Distribution Channel Strategies

The two primary distribution channel strategies are direct and indirect distribution.

• Direct distribution channel strategy: In this approach, you’re selling products directly to the consumer. Companies employing this strategy might have their own stores, or sell online or through mail order. When companies eliminate intermediaries, they have complete control over their product and brand image. Perhaps most importantly, they can also capture more of the product's final selling price.
• ndirect distribution channel strategy: With indirect distribution, products move from the manufacturer to the consumer through various types of intermediaries, such as wholesalers, distributors, agents or retailers. This approach can help businesses reach a broader market and simplify the logistics of distribution, but it may also reduce profit margins as each intermediary needs to earn a return.

Marketing Channel Strategies

Marketing channel strategies describe how widely a product should be distributed. The three main types are intensive, selective and exclusive distribution.

• Intensive distribution strategy: In this strategy, the aim is to distribute the product as widely as possible. It's commonly used for everyday items, like snack foods or magazines, where wide availability is crucial to sales.
• Selective distribution strategy: Selling products through a limited number of outlets in a geographical area. It's often used for more expensive or high-quality goods, like designer clothes or high-end electronics, where part of the brand's appeal is its selective availability.
• Exclusive distribution strategy: Here, the manufacturer chooses only one or a few outlets in a larger geographical area to distribute its products. This strategy is often used for luxury goods, as it enhances the product's image of exclusivity and high quality.

An example of this strategy is Apple, selling its products only through its own stores, its online storefront and a few select retailers. This not only enhances the perceived value and exclusivity of their products but also allows Apple to control their product presentation, pricing and customer service — ensuring a consistent brand experience.

Common Distribution Channels

As you design your distribution strategy, understanding the different channels available to you is essential. Each channel serves a unique role in getting your product from factory to customer, and the right mix of channels can optimize your market reach and overall profitability. Here are some popular ones to consider:

<table class="tg">
<thead>
<tr>
<th class="tg-5x9i">Distribution Channel</th>
<th class="tg-7btt">Function</th>
<th class="tg-5x9i">Benefits and Considerations</th>
</tr>
</thead>
<tbody>
<tr>
<td class="tg-7btt">Direct channel</td>
<td class="tg-c3ow">Direct selling from businesses to consumers</td>
<td class="tg-c3ow">Provides full control over customer experience; requires substantial management resources</td>
</tr>
<tr>
<td class="tg-7btt">Retailers</td>
<td class="tg-c3ow">Purchase products from manufacturers/wholesalers, then sell to consumers</td>
<td class="tg-c3ow">Offers broad reach and enhances product visibility</td>
</tr>
<tr>
<td class="tg-7btt">Wholesalers</td>
<td class="tg-c3ow">Buy products in bulk and sell them to retailers or other businesses</td>
<td class="tg-c3ow">Can reach a large number of retailers, suitable for specialized markets</td>
</tr>
<tr>
<td class="tg-7btt">Distributors</td>
<td class="tg-c3ow">Similar to wholesalers but with additional services like storage, delivery and promotion</td>
<td class="tg-c3ow">Facilitates product distribution management; ideal for manufacturers lacking resources</td>
</tr>
<tr>
<td class="tg-7btt">Franchisers</td>
<td class="tg-c3ow">Grant franchisees the right to use the franchiser's trademark or business system</td>
<td class="tg-c3ow">Allows rapid market expansion; requires effort in maintaining brand consistency and quality control</td>
</tr>
</tbody>
</table>

Forming a Distribution Strategy

The goal is to formulate a strategy that facilitates the smooth flow of your products from production to the hands of the consumers. Here are the key steps to guide you through this process:

1. Plan: Think about your goals, product and target audience. What do you want to achieve? Which channels will reach your customers? Also, look at your competition and market trends to guide your strategy.
2. Choose channels: Pick the right distribution channels based on your needs.
3. Create strategy: Once you've chosen your channels, work out the logistics. Think about pricing, delivery and customer service for each channel.
4. Refine and improve: Your distribution strategy should evolve. Regularly review it and make changes based on new information about customers, the market and product performance.

In distribution, efficiency and precision are paramount, and technology is the key to achieving them. Tools such as automation and Internet of Things (IoT) devices bring real-time tracking, error reduction and cost optimization to your fingertips.

Crucially, advanced planning and distribution software is revolutionizing the field. Offering tools to manage logistics, spot inefficiencies and elevate distribution strategies, these solutions hold immense potential.

ORTEC helps you do just that. Our store delivery optimization leverages advanced algorithms for calculating routing plans — optimizing the timing and number of deliveries to stores. This leads to streamlined supply chain visibility, standardized processes and fosters end-to-end collaboration.

The result? Enhanced supply chain visibility and efficiency, along with lower costs and reduced CO2 emissions. It's not just about adopting technology, but about embracing a data-driven approach that can transform distribution strategies for the better.