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» Products & Services » » Sales and Marketing » Strategic Alliances » Enhancing Communications » Communication Channels and Frequency

Manage Reseller Relationships: Communicating with Resellers

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ID: 3725

Features:

Words: 582

Published: Pre-2018

Delivery Format: Online

 

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  • STUDY OVERVIEW
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Leverage resellers’ access to detailed customer marketing data to better design
products and services.
Safeway, one of the nation’s largest grocery retailers, has begun a program to
share information about specific customers with its manufacturers and package
goods wholesalers. Such information can help wholesale organizations better
design their product offerings for their retail customers.

Wholesalers have some marketing information, but they lack the detail that
comes from actual end-user transaction records. Resellers have access to more
in-depth customer information, but often do not have the money to properly
exploit the information.

In partnerships such as that implemented by Safeway, manufacturers use their
financial capital while resellers harvest their customer information ...

Industries Profiled:
Consumer Products; Retail; High Tech; Manufacturing


Companies Profiled:
Safeway; Cyrix; R.J. Reynolds

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