Home > Insights > Non-Traditional Routes to Market
Non-Traditional Routes to Market
Due to differences between prime locations, no "one size fits all" approach to sales and distribution works to develop and serve them.
- Like the "broadcast availability" strategies they support, direct-to-store delivery (DSD) systems involve relatively high costs and are increasingly complex as they target a diversity of primes.
- "Narrowcast availability" strategies can optimize routes to market by using the best means to serve prime locations.
- Leading beverage and food brands have used a diverse range of specialized forms of selling and distribution for primes:
- Athletic dealers to schools and recreational facilities.
- Candy and tobacco jobbers to kiosks and "Mom & Pop" grocery stores.
- News and magazine distributors to news stands.
- Office product suppliers to white-collar work sites.
- Occupational health and safety distributors to blue-collar work sites.
- Parent-teacher associations and volunteer groups to schools.
- Non-exclusive, often overlapping in coverage, several alternatives can be effectively combined into what are known as "crabgrass systems" to compete with traditional routes to market.
Auctive both designs and helps in the start-up of innovative sales and distribution systems reaching prime locations.