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“We’ve heard from some manufacturers that these increased rates of conversions have resulted in up to 30% increases in sales of particular products,” Wight says. Channel Intelligence, which launched its service with Panasonic in December 2001, is working with 50 manufacturers and about 150 retailers. Many of the retailers connect with multiple manufacturers.
Channel Intelligence uses web services technology to integrate manufacturer and retailer web sites, an approach that enables it to get a manufacturer connected with about 20 retailers within a few days, Wight says. Web services use data integration standards that enable disparate applications to link without extensive writing of programming code.