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Forward flow channels are known as links in the supply chain. These links carries products from manufacturer to warehouses and warehouses to end consumers. ( from Factory to end consumers)
Manufacturer->Warehouses->End Consumers (Forward Flow Channels)
Reverse flow channels are known as nodes in the supply chain. The purpose of the nodes is reverse logistics of product. Products that are damaged, obsolete, or any other defect, and coming from consumers to manufacturers flow through reverse flow channels( From end consumers to manufacturers).
Customers->Warehouses->Manufactures (Reverse Flow Channels)
Marketing channels normally consist of products moving from a producer to the customer through intermediaries or directly. Thus traditional marketing channel is
Producer >> Intermediaries >> Customer / Consumer
However as technology plays its role, there has been increasing usage of a reverse flow channel. An example can be making money through Recycling or resale. Simply said it reverses the role whereby a reverse flow channel may comprise of
Consumer >> Intermediaries >> Beneficiary
Notice "Beneficiary" instead of “Producer”. Because in the case of reverse flows, there is only a User or a beneficiary. Here are four ways a reverse flow channel can be used
1) To reuse products or containers (Drums, Metal waste)
2) To refurbish Products (Circuit boards or computers)
3) To recycle products (Paper being the best example)
4) To dispose products and packaging (Waste Products)
Reverse Flow Channels The Traditional Marketing Channels are : Producer >> Intermediaries >> Customer / Consumer
However as technology plays its roles, there have been increasing usage of a reverse flow channels.
An example can be making money through Recycling or resale. Simply said it reverses the role whereby a reverse flow channel may comprise of :
Consumer/Customer >> Intermediaries >> Beneficiary/producer
Here are four ways a reverse flow channel can be used
1) To reuse products or containers (Drums, Metal waste)
2) To refurbish Products (Circuit boards or computers)
3) To recycle products (Paper being the best example)
4) To dispose products and packaging (Waste Products)
