The relationship between manufacturers and retail becomes increasingly complex. Only one half of the retail enterprises and one third of the manufacturers regard their relationship to the respective market partner as cooperative.

The manufacturers focus on their brands; the retail enterprises aim to achieve an identification of the consumer with the retail outlet along with the establishment of a store loyalty of the consumer.

Therefore it is unreplaceable for the manufacturer to implement a retail-oriented marketing conception, because only this allows the access to the ultimate consumer.

Addways takes the areas of common interests into consideration, in which the goals of manufacturers and retail correspond, in order to reach the highest possible efficiency via goal-oriented communication.