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Manufacturers are launching new products at an increasing rate, but many retailers are unable to adequately represent manufacturers’ growing product range. A number of manufactures are trying to sell directly to consumers, resulting in cross-channel conflict that blunts both the manufacturer and retailer’s sales potential.
Over the past years Wired has worked with manufacturers and retailers to conceive of a model that might bring out the best in both the manufacturer and the retailer, without the conflict.
Connective Retailing is the result. It is a guided selling approach that brings retailers and manufacturers closer while ensuring a good outcome for the consumer.
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