Today's consumers require access to alternative channels that provide added convenience in their own unique ways. The success of alternative retail channels will be commensurate with the willingness, commitment, and flexibility of vendors and manufacturers. Any manufacturer that is considering alternative channels will need to carefully consider which channels and chains to pursue. Some might do well to consider a local or regional player to test the waters, providing the opportunity to fully evaluate without going nationwide.

The alternative channels that are gaining presence are listed below: 

• Computer superstores 
• Consumer electronics stores  
• Convenience stores  
• Drugstores  
• Mass merchandisers  
• Warehouse clubs  
• Craft stores  
• Grocery stores 

Mass Merchandisers Gaining Momentum

In the hurried lifestyles of today's consumers, vendors across all industries are striving to make their products available everywhere! Traditional channels continue to be the main push behind supplies moving to end-users' hands, including contract stationers and office supply superstores, but alternative channels are catching the eyes of certain printer manufacturers.

Recent CAP Ventures research indicates that mass merchandisers represent the strongest source for purchasing printing supplies after office superstores, accounting for 35% of all purchases.