Case Study: a leading electronics company achieves direct-to-consumer sales and channel harmony with Anchanto OMS

Implementing Direct-to-Consumer Strategy Across a Tiered Distribution Model

Anchanto partnered with a leading electronics company that was facing challenges implementing its direct-to-consumer strategy due to a traditional tiered distribution model. The brand’s move to sell online created channel conflicts with its Official Retail Partners (ORPs), who felt they were in direct competition. Furthermore, inconsistent product listings across marketplaces were confusing customers, and small ORPs with limited inventory were unable to secure premium placement on eCommerce platforms, hampering overall brand visibility and sales.

Anchanto implemented its comprehensive Order Management System (OMS) to address these issues. The solution integrated inventory flow by allowing tier II ORPs to list the full inventory of tier I distributors without needing to purchase it upfront, eliminating stock limitations. This centralized system also enabled direct shipping from tier I to the end customer. As a result, Anchanto provided the brand with full visibility over sales performance, standardized its online catalogue, resolved channel conflicts, and delivered a seamless, world-class shopping experience.