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Map the journey to the customer
List each step between your company and the buyer. Identify who owns the customer relationship, where stock sits and how margin is shared. A channel that once worked well may no longer fit your current scale or market.
Test unconventional channels
Think beyond the stores your sector usually serves. Where else does your customer shop, and where would your product be useful? Test a small set of relevant outlets, track sell-through and compare the economics before expanding the experiment.
Simplify with care
Direct supply can improve visibility and reduce layers, but it also transfers responsibilities to your company. Assess delivery, collections, service and relationships with existing partners. Choose the model based on the full operating cost, not just the apparent margin saving.