Research: How Retailers Respond When Brands Start Selling Direct.

The article focuses on how retailers respond when brands, such as Nike, begin selling directly to consumers, and offers insights for suppliers on maintaining relationships with retail partners. Research indicates that the introduction of direct sales channels often leads to a significant reduction in product orders from retailers, with smaller, independent retailers being more adversely affected than larger ones. The findings suggest that brands should adopt targeted relationship-building strategies to reassure retailers, particularly smaller ones, that they remain valuable partners. By addressing retailers' concerns and reinforcing their roles in the brand's channel strategy, brands can mitigate potential backlash and foster stronger partnerships. [Extracted from the article]