Push strategy

The push strategy is a vertical marketing approach. The manufacturer offers the retail trade special incentives such as B. high discounts, long payment terms and / or territorial protection. This is intended to induce retailers to include the products in their range. The products are thus pushed into the distribution channel (to push).

Die Push-Strategie ist im Gegensatz zur Pull strategy eine direkte Beeinflussung der Einzelhändler. In diesem Fall muss die Handelsspanne relativ hoch sein, weil sich die Produkte nur langsam umschlagen (Slow moving).