Zmiany modeli i kanałów dystrybucji: badanie praktyk stosowanych przez przedsiębiorstwa handlowe
Changes in Models and Distribution Channels: Examination of Trading Practices

Summary/Abstract: The article is a summary of research carried out in 2024 on the practices used by commercial intermediaries on the market of cosmetics and cleaning agents. The main objective of the research was to determine the practices used by business entities operating on the broadly understood distribution market in order to adapt to changing models and conditions of conducting commercial activity. In particular, it concerns the ways in which distributors (commercial intermediaries) adapt to the changing habits and behaviours of consumers in terms of the ways of making purchases (for example, online trade development), expectations in terms of distribution standards, but also the growing costs associated with logistic services for commercial processes. The research also attempts to gain knowledge about the use of vertical and horizontal integration strategies of distribution channels as well as multi-channel strategies applied by distributors. Based on interviews conducted in ten companies, ten strategic initiatives were identified by these companies to adapt to dynamically changing models, channels and ways of goods distribution. They are as follows: 1) launching e-commerce sales through own online stores (B2C); 2) starting active online sales via the Allegro platform; 3) launching online platforms for B2B sales; 4) development of retail cosmetic pharmacies as part of the business; 5) acquisition of local food franchise chains; 6) reducing operating costs: liquidation of branches, reduced number of field sales representatives; 7) greater focus on participation in tenders for supplies to public institutions; 8) development of private label product offers; 9) change of portfolio of main trading partners (suppliers), resignation from international corporations in favour of Polish medium-sized manufacturers; 10) building competitive advantage in the field of logistics, e.g. through the original selection of the offered product range.

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