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Manufacturers
know better than to anger distributors. According to Forrester
Research, 66% of those surveyed cite channel conflict as the
major obstacle to selling online. At the same time, manufacturers
know that online shoppers are flocking to their sites. A Forrester
survey of almost 9,000 users who’ve made an online purchase
shows that 80% have visited a manufacturer’s site, and
their visits aren’t limited to one part of the purchase
process. Customers visit throughout the buying cycle. When ready,
they expect to be able to buy from the brand's website and are
disappointed when they can't. |
