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Industry News
Manufacturers NewsTen web commandments for manufacturersLIKE many sectors, the internet has provided unprecedented opportunities to alter the value chain and, if strategically viable, put manufacturers directly in touch with end-customers.Many have chosen to stick to the conventional path and leave the end-customer relationship to intermediaries, however many new manufacturers have ignored convention and chosen to deal directly with them – for better or for worse.The following provides a useful guide to what customers expect of your online presence. By checking those targets you are meeting, you can check your standing at the finish. Before any manufacturer embarks on a web strategy they need to understand its impacts on current or future sales chan nels.Your retail clients will be rightly miffed if all of a sudden you start promoting and selling the very same product they have been happily and loyally buying from you for years and in turn representing successfully to end- customers.On the other hand, if you think your web strategy is robust enough you could go direct to consumer and earn some of the margin you have been hitherto giving away.Either way care needs to be taken because burnt bridges can be very difficult to re-build.
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