Like captured in the other article ‘Channel Conflict now evolving into Channel Collaboration in e-commerce industry‘, there is a constant progression towards turning channel conflict into channel collaboration.
While, the above article illustrated how distributors and wholesellers are now partners in progress, the retailers were seen as left out of the plan. However, the latest initiative by HUL (HUL goes online with Humarashop.com | Business Line) illustrates how they take into account the retailers benefits as well. Ensuring that the all the existing channel members become partners in progress.
The model, now refined, stands as –