Manufacturers need direct consumer data and strong trade partner insights

Manufacturers consider indirect distribution—through wholesalers, installers and other trade partners—to be a core success model. These partners provide regional market knowledge, customer advice and post‑sale services, while manufacturers traditionally relied on delivering products to them.

Digital consumer behaviour now demands that manufacturers also obtain direct access to end‑customer information. By linking data from trade partners with insights into the consumer journey—such as how customers research, compare and purchase products—manufacturers can better understand needs, tailor contact points and improve brand development. The industry views this combined approach as a strategic success factor for future sales growth.