Kita hidup di zaman yang serba mudah, dimana kita bisa memesan apapun online dan barang diantar ke rumah kita. Dengan makin banyaknya konsumen yang memilih belanja online dibanding di toko langsung, para produsen beramai-ramai menjual barang mereka di platform online yang mudah dipakai.

Selain meninggalkan toko tradisional, ada beberapa hal yang perlu Anda pertimbangkan saat memindahkan distribusi Anda ke internet.

Memang, saluran distribusi belum banyak berubah, tapi makin banyak konsumen meminta pengantaran yang cepat dan praktis. Amazon dan outlet-outlet belanja online lainnya telah menjadi pilihan sehingga perusahaan harus beradaptasi dengannya. Bahkan industri makanan segar pun sekarang berdiri nama-nama seperti Amazon Fresh dan Blue Apron.

Bagaimana ini mempengaruhi strategi distribusi Anda?

Ada dua jenis saluran distribusi: langsung dan tak langsung. Distribusi langsung adalah penjualan langsung oleh produsen dan konsumen, dan distribusi tak langsung adalah ketika produsen memakai wholesaler ataupun retailer untuk menjual produk mereka.

Ada kelebihan dan kekurangan masing-masing metode tersebut, dan pilihan yang tepat untuk tiap-tiap usaha tergantung tren dan pilihan konsumen.

Distribusi langsung

Dengan distribusi langsung, perusahaan memiliki kendali penuh atas keseluruhan proses konsumen. Mereka mengelola pengalaman konsumen, brand image, dan juga manfaat tambahan dari interaksi langsung dan mempererat hubungan dengan konsumen.

Kendali ini juga memutus pihak perantara, sehingga memangkas biaya-biaya seperti komisi, biaya makelar, dan mengurangi biaya-biaya seperti iklan dan promosi.

Kekurangannya, tanggung jawab dan resikonya lebih besar. Dalam distribusi langsung, perusahaan menanggung 100 persen resiko finansial. Menjual langsung ke konsumen memerlukan dokumentasi dan catatan pajak yang akurat karena mereka akan diaudit.

Biaya awal distribusi langsung juga jauh lebih tinggi tergantung perlu tidaknya membeli truk pengantaran, peralatan, gudang, dan lain lain. Biaya ini biasanya akan balik modal di tengah jalan, tapi modal awalnya besar.

Dalam menjual produk online, penting agar keranjang belanja konsumen menunjukkan perhitungan pajak penjualan yang instan dan akurat, yang harus dimonitor agar sesuai dengan peraturan perpajakan yang berlaku. Harga final juga harus mempertimbangkan pajak daerah. Karena inilah, banyak distributor membeli teknologi untuk mengotomatiskan proses operasi dan finansial untuk mengurangi kekeliruan dan biaya tenaga kerja.

Distribusi tak langsung

Dengan distribusi tak langsung, perusahaan mendapatkan keunggulan kompetitif. Perusahaan mendapat akses ke basis konsumen yang lebih luas tanpa harus mencari sendiri. Ini memberikan mereka lebih banyak waktu untuk fokus ke produk mereka, ke konsumen dan fokus untuk meningkatkan konsumen target mereka.

Biaya awal akan lebih rendah, dan prosesnya akan lebih sederhana untuk distributor. Selain itu, karena pajak penjualan hanya harus dibayar sekali, menjual ke distributor pihak ketiga kemungkinan akan menghasilkan pembebasan pajak penjualan sesuai dengan peraturan pembebasan pajak penjualan lagi.

Dapat mengakses logistik dan perencanaan sistem pihak ketiga memang ada keuntungannya, tapi memakai retailer dan wholesaler juga ada biayanya. Biaya-biaya pihak luar seperti komisi, biaya perantara dan lain-lain dapat mengurangi keuntungan. Selain itu, kebebasan perusahaan untuk menentukan harga akan dibatasi. Perusahaan perlu mempertimbangkan biaya-biaya ini dan membandingkan dengan keuntungan-keuntungannya.

Memilih antara distribusi langsung dan tak langsung tergantung keinginan dan kebutuhan konsumen Anda. Secara umum, konsumen sekarang lebih memilih belanja online dibanding di toko, tapi barang-baran khusus atau mewah biasanya perlu interaksi dan bantuan yang lebih personal.

Di sisi lain, belanja online berarti transparansi yang lebih, dan ini merupakan pertimbangan bagi konsumen yang ingin membandingkan ulasan atau mencari harga terendah. Penelitian oleh Pew Research Center menunjukkan bahwa 40 persen orang dewasa di Amerika selalu memeriksa rating online sebelum membeli produk. Bahkan bila produk akhirnya dibeli lewat distribusi langsung, tetap tidak boleh mengabaikan fakta bahwa konsumen membaca ulasan atas barang yang telah dibeli.

 

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