The industry has seen a shift away from the traditional bricks and mortar distribution to alternate channels, which Doskow highlighted as the internet, infomercials and home shopping.
One of the main reasons is the changing economy, and consumers becoming mor savvy themselves. They are not afraid to trade down when it comes to purchasing different products which has seen a rise in cross channel shopping.
The best way for businesses to keep up with this and meet consumer demands is to adopt a multi-channel strategy, according to Kline.