.png)
Introduction
When you build a product, you have to decide how it gets into the customer's hands. Do you hand it to them yourself? Or do you pass it through three other people first?
These paths are called marketing channels.
Choosing the right one can make or break your business. But managing them is even harder.
IRIS Strategic Marketing Support (IRIS) works with brands across all types of channels. Whether you sell through big-box stores or independent dealers, GearBox® by IRIS helps you manage the chaos of marketing to them.
The 3 Main Channel Examples
Not all channels work the same way. Here are the most common channel examples we see in the market.
1. The Direct Channel (DTC)
This is the simplest one. You make the product and you sell it directly to the buyer via your website or your own store.
- Example: A brand selling shoes on their own .com site.
- Challenge: You have to do all the marketing and shipping yourself.
2. The Retail Channel
You sell your product to a retailer (like Walmart or Best Buy) and they sell it to the customer.
- Example: A cereal brand on a grocery store shelf.
- Challenge: You have to fight for shelf space and follow the retailer's strict rules for displays.
3. The Dealer/Distributor Channel
This is common in industries like construction or automotive. You sell to a distributor, who sells to a dealer, who sells to a contractor or homeowner.
- Example: A window manufacturer selling to a lumber yard.
- Challenge: It is a long game of "telephone." It is hard to keep your brand message consistent when it passes through so many hands.
Why Managing Channels Is Tricky
Every channel example listed above has one thing in common: logistics.
If you are in a retail channel, you need to ship big display kits to 500 stores at once. If you are in a dealer channel, you need to give local shops a way to print their own flyers with your logo on them.
Doing this with emails and spreadsheets is a recipe for disaster. You need a platform that can adapt to the channel you are in.
How GearBox® Supports Different Channels
GearBox® by IRIS is flexible enough to handle any of these models.
- For Retail: It manages the rollout of complex signage kits to ensure every store looks the same.
- For Dealers: It offers "co-op" features, where dealers can use your money to place local ads that you approve.
- For Direct: It manages the inventory of swag and sales collateral your internal team needs.
Use Case: Ply Gem’s Distributor Channel
Ply Gem operates in a complex channel. They sell exterior building products through a massive network of distributors and professionals.
They couldn't just "email" marketing materials to thousands of partners. They needed a robust system.
They used GearBox® by IRIS to manage this channel effectively.
With the platform, they:
- Consolidated ordering for thousands of distributors
- Managed co-op funds to help partners sell more
- Provided a single portal for all 20+ vendors
- Saved money by reducing administrative overhead
Conclusion
Looking at these channel examples, you realize that "selling" is only half the battle. The other half is logistics.
Whether you sell through a website, a store or a guy in a truck, you need to get your marketing materials to the right place. GearBox® by IRIS makes that happen.
Talk to IRIS to find the right solution for your channel.
