Manufacturers have taken different strategies over the years to adapt to the proliferation of online channels and the constant evolution of consumer behavior.
Some manufacturers were early to embrace direct-to-consumer (D2C) sales. Some are still learning to optimize their marketing and fulfilling efforts. And some still rely on retail partners for most — if not all — of their product sales and fulfillment operations.
Many, however, are still searching for the right balance of mature marketing, selling and fulfilling strategies, while still maintaining healthy retail relationships across the online landscape.
Which phase in the infographic below best aligns with your business?