Marketers should be prepared for issues that can arise in a supply channel

Many people and many moving parts are involved in supply chain channels. I’m sure many people, including myself, are unaware of what goes on behind the scenes until something goes wrong, such as the UPS driver failing to deliver your package on time or a sudden lack of items on the supermarket shelf. Because complications prevent stakeholders from benefiting, supply chain managers must overcome challenges by keeping things moving smoothly.

Supply chain channels contribute to customer satisfaction by highlighting a specific company as the ideal choice, whether through the quality of its products or simply the efficiency of its processes. As a result, marketers’ benefit. Their advantage stems from the alliance.


What are the problems?

  • The issue of delays: the success of any distribution channel requires several suppliers to complete the job, such as a manufacturer, a warehousing facility, and a freighting company. If one of these suppliers is late, it affects all the others, resulting in a backlog of raw materials and, eventually, high costs.


  • Changing consumer demand: there is no denying that consumer demands are changing faster than the supply chain sector itself; with a high need for omnichannel communication and better service, one can imagine the kind of pressure that the industry is under to create a union between the different channels to increase speed and efficiency.


  • Delivery and logistics: Because most deliveries are made via one primary mode of transportation, shipping, there is sometimes pressure to decide on the schedule and quantity to minimize costs and maximize sales. A significant contributor is the slow upgrade of suppliers’ information systems to improve efficiency.


How should marketers get ready?

 Marketers have always been known to put their best foot forward, and this is no exception; agility is unquestionably required, especially when juggling between consumer demand and their ability to fulfill orders. It’s also worth noting that many consumers today understand the impact of seasonality and how it affects supply and demand, so effective communication and campaign engagement are a step in the right direction.

Tina Wilson, EVP Media Analytics at, shares a unique solution. “Because marketers typically nurture prospects and consumers throughout the entire product journey, focusing on long-term brand building to secure consumers’ business in the long term is a sure way of helping to alleviate the pressures that occur within supply chain channels at the end of the day.”


Thank you for your time! Do you want to know how the distribution aspect of marketing affects an organization’s financial success? See my most recent publications here, and if you’re interested in business strategy articles like these, check out my blog here.

Leave a Reply