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INFORMATION FLOWS IN A
RETAIL DISTRIBUTION CHANNEL
IN an effective distribution channel, information flows freely and efficiently among
the three main parties,: supplier, retailer and consumer. This enables parties to
better anticipate and address each others performance expectations.
SUPPLIER needs these kinds of information;
1 From the retailer- estimates of category sales, inventory turnover rates, feedback
on competitors, the level of customer returns, and so on;
2 From the consumer- attitudes toward given styles and models, the extent of
brand loyalty, the willingness to pay a premium for superior quality, so on.
so
on.
2 From the retailer- where specific merchandise is stocked in the
store , the methods of payment accepted, the rain check
policy
when a sale item is out of stock.
Data-base management
-a retailers gathers, integrates, applies, and stores information related
to specific subject areas.
DATA-BASE MANAGEMENT SHOULD BE APPROACHED AS A SERIES FIVE:
1 Plan the particular data base and its components, and determine
information needs.
2 Acquire the necessary information.
3 Retain the information in usable and accessible format.
4 Update the data base regularly to reflect changing demographics,
recent purchases, and so forth.
5 Analyze the data base to determine company strengths and weaknesses.