What does intensive distribution entail?

Intensive distribution is a marketing strategy aimed at ensuring a product is available in as many outlets as possible. This approach seeks to maximize product exposure and convenience for consumers by placing products in a wide range of retailers, including convenience stores, supermarkets, and various types of wholesalers.

When a company employs intensive distribution, it essentially aims to make the product ubiquitous within its target market to encourage frequent purchases. This strategy is commonly used for everyday items or low-cost goods where the goal is to reach as many potential buyers as possible, thus increasing sales volume.

By ensuring that a product is sold through all responsible wholesalers and retailers, the manufacturer can capitalize on consumer habits, making it easy for shoppers to find and purchase the product at their convenience. This approach contrasts with more selective distribution strategies that limit availability or focus on exclusive partnerships, which might be appropriate for luxury or high-end products that require a certain brand prestige.