The way is now open to look at a reconfiguration of C&T channels to help brands improve their connections with consumers in a cash strapped economy, says Brian Moore
The 2008 global financial crisis is still creating headline grabbing casualties among the big retail players, placing a greater concentration of trade in the hands of fewer, more powerful players, and an increase in the cost of servicing small accounts. As a result, it is sometimes easy to forget the importance of smaller, independent C&T retailers in providing manageable routes to consumers for brand suppliers.
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