Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.
Have you ever heard the phrase, ''eliminating the middleman?'' No, this isn't some devious plot to off some poor unsuspecting soul standing in your way, but a business strategy that does away with a person or company that stands between a producer of goods and an end customer.
Think of the middleman like this: Farmers supply fruits and vegetables to your area grocery stores. You visit these stores, select the produce you need and make your payment. In this scenario, the grocery store is the middleman. Now, if you're a farmer who wants to eliminate the middleman, you may opt to sell your fruits and vegetables at a farmer's market, where consumers can buy directly from you. That's eliminating the middleman (i.e. the grocery store).
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So, how does the concept of eliminating the middleman apply to businesses? Simply, through a process known as disintermediation.
Disintermediation is a big word that simply means what we've already discussed: the idea of eliminating the middleman from the ''middle'' of a business transaction.
For suppliers, it means you can deal directly with your consumers. A common medium for this is via the internet, where it's easy for a brand to interact directly with its audience. For consumers, it often means more choices and cheaper prices. Why? Because there's no middleman taking a cut out of the transaction.
Consider this basic example: XYZ Computers sells its new model to Big Box Superstore, who turns around and sells it to consumers for more than they paid. Both XYZ Computers and Big Box Superstore make money on the sale. But, if XYZ Computers sells a computer directly to a consumer, the consumer can generally get the computer at a better rate because Big Box Superstore doesn't have to make money on the sale.
Disintermediation has become more popular since the internet has become a part of our everyday lives. Before, consumers had fewer options for making purchases. If you needed new carpeting for your house, you had no option but to visit a local home improvement store or carpet company. Today, if you need new carpet, you can conduct a search online and find myriad ways to purchase directly from a supplier or manufacturer, typically saving money and time in the process.
The act of disintermediation has changed the shopping landscape tremendously. Think of all the stores that have closed, just in your community, thanks to a more open marketplace. So, yes, while disintermediation (or eliminating the middleman) can be beneficial to both the supplier (higher gross earnings since no middleman has to be paid) and the consumer (more options and better prices), it has eliminated entire retail operations who are no longer needed to move product from a manufacturer to the intended audience.
Dell was one of the first manufacturers of computers and computer equipment to take their business from Dell > store > consumer and move it to a Dell > consumer model. There was a time you couldn't buy a Dell computer inside of a superstore because it was available only through Dell, to both individuals and businesses. It was a strategy that worked well for the company, helping them to build brand awareness and enjoy financial growth.
The hospitality industry as a whole has experienced a shift toward disintermediation. For example, years ago, people typically booked their airline and cruise ship travel through a travel agent. Today, there are numerous ways to buy tickets and vacations directly from the airline and cruise company, eliminating the travel agent ''middleman.''
Airbnb, a service that allows travelers to book unique lodging all over the world, was set up in 2008 to bypass the hotel and motel middleman. Consumers can log on to the Airbnb site and find accommodations in their desired destination, allowing them to travel without ever setting foot in a hotel.
Thanks to the advent of the internet, more and more banking customers are interacting with their accounts directly, rather than through the use of a bank teller or even a visit to a local bank branch. One new online banking option, known as Ally, has completely eliminated the brick-and-mortar idea of a banking location, operating only online for its customers.
Disintermediation is the act of eliminating the middleman in business transactions. This might be eliminating hotels by going through a site like Airbnb to book lodging, or buying a computer direct from Dell as opposed to visit a local superstore. Disintermediation shortens the path between the manufacturer or supplier to the consumer by removing the players in the middle. This has resulted in more options and better pricing for consumers, as well as greater profits for brands who choose this method of sales. On the downside, disintermediation has eliminated the need for some businesses, who have closed their doors as a result of increased transaction directly between the supplier and the customer. Some examples of disintermediation are noticeable in the banking and hospitality industries, as well as in computer sales (such as Dell) and tangible goods.
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