In recent years, the internet has evolved as a dynamic medium for facilitating transactions between customers and businesses in a digital marketplace. The internet has arisen as a powerful new channel for distribution, obviating the need for numerous mediators and completely overhauling several industries’ logistics and value chains. Internet connects the customer and marketer on social platforms. As online shopping has become an easy option, these days require the internet to help in digital marketing.
The internet is challenging traditional distribution networks. The traditional distribution channels relied more on human resources and employed manual operation to get goods and services to market. However, the advent of the internet is compelling businesses to re-evaluate their operational strategies and customer value propositions. Distributors play a crucial role in physical distribution by “breaking bulk†and “mixing†channels. Breaking bulk allows for lower channel transportation costs since volume shipments from the manufacturer to the distributor, often less expensive per unit. Customers can choose the mix of items they require through such a channel mediator, allowing producers to focus on their primary business activities. Mixing allows volume shipments from manufacturers to original equipment manufacturers (OEMs) and downstream business clients . The evolution and development of internet-based technology have influenced business operations in dealing with distribution networks. The traditional distribution process relied on information gathering through the manual channels or use of human resources. The slow information gathering imposed many challenges for the business operations. However, internet-based technology transfer has catalyzed the access, sharing, and retrieval of many business or customer-related data. Furthermore, the use of technology-based supply chain administration strategies has started to weaken the traditional responsibilities served by the multiple representatives concerned in the supply chain.
The internet has increased the possibility for the emergence of different and new enterprises. Internet-based technologies provide businesses the one-of-a-kind opportunity to target the global audience beyond the borders with highly personalized marketing messages. Websites, blogs, and social media can be used to offer goods and services and gather detailed information about prospective customers (their needs and demands). The big data that can retrieve from digital mediums allows companies to explore current and expected market trends. Companies can respond to client demands by developing new products and services and upgrading the existing ones. The internet-based application optimizes the distribution services by targeting the customers in a specific manner. The internet helps businesses to create a detailed profile of customers and distributors. The internet enables the observation and analysis of customer purchase behavior which can optimize the distribution network. A better-organized network created with the help of the internet can deliver to customers more efficiently. The precision or error-free delivery of services would ultimately help the businesses to earn customer loyalty. Companies benefits because they do not need to hire an extra-human resource to deal with the day-to-day operational activities. The optimization of back-end and front-end business activities through digital applications eases off the distribution network.
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