Many manufacturers these days are running customer data acquisition campaigns to better target their end-users. One way that manufacturers are going about this is with incentive programs.
Makes sense, right? How better to get a contractor’s information than to give him or her something for it?
The problem is, these programs can end up circumventing distributor channels in order to gain direct access to the customers at the end of the channel.
While some manufacturers may not have any choice in the matter, we’ve found that it can be much more beneficial to include all levels when organizing an incentive program designed to get manufacturers more information on their end-users.