GE sells its large product directly to home and apartment builders but uses retail stores like Lowe's to sell to consumers, in a strategy known as indirect channel. Companies obtain a major competitive advantage through indirect distribution.
They gain access to a larger consumer base without having to worry about getting the buyer through the door. This gives them more time to focus on their product, their customer base, and broadening their target consumer group. You would be using a direct sales channel if you went to a Nike store or the Nike website to buy a pair of their sneakers.
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