Manufacturers of consumer products today have many channels available to distribute their products. In addition to the traditional General Trade, now there is Modern Trade, E-Commerce and Quick Commerce.
The popularity of E-Commerce and Quick Commerce along with various logistics options have enabled the rapid growth of D2C (Direct-to-Consumer) brands. The D2C brands have to choose the right channel to reach their customers. The channel choice can make a lot of difference to the brand’s success in the market.
So, along with Product Market Fit (PMF), the founders must also ensure Product Channel Fit (PCF).
In a podcast conversation, this was an important learning from Kiran Shah, the founder of Go Zero, the D2C ice cream brand. His brand benefitted a lot from Quick Commerce services like Zepto, Blinkit, Instamart etc. Earlier, his company was selling on E-Commerce platforms like Zomato and Swiggy. Their delivery time was a challenge for a temperature and time-sensitive product like ice cream. With the arrival of Quick Commerce, the delivery time dropped drastically. That helped the sales of this impulse-driven dessert scale manyfold in a few months.
Truly, along with other variables, how the product reaches the customers also plays a crucial role. The right channel can facilitate a wider reach of the product. A right product on a wrong channel may suffer, without any other reason. In today’s times of multiple distribution channels, one must choose the channels carefully.
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