Making the move from retailer-first to consumer-first

RCE_comTo compete in today’s e-commerce market, brands first need to ask themselves “Who is your customer?” Traditional retail distribution networks place brand manufacturers at one end of the supply chain and end consumers at the opposite end. The reality of this kind of network is that brands don’t have a direct relationship with consumers — instead, a brand’s first priority is to keep the distributor and/or retailer happy, not the end consumer.

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