As in every industry, wholesalers are recognizing that information technology is critical to improving performance at corporate offices, warehouses and throughout the supply chain. Technology provides a number of ways in which wholesalers can monitor the flow of goods from manufacturers to retailers, saving all involved time, money and manpower.

Just-In-Time delivery, for instance, has been adopted by the industry to curb the heavy cost of warehousing. This system allows manufacturers to produce only what's needed for a specific period of time and deliver it via wholesalers to the retail shelf. By developing communications networks for monitoring logistics and coordination electronically, the wholesaler can help manufacturers and retailers answer the demands of the market. These systems work quickly and efficiently and, at the same time, control costs on the wholesale side.

As more and more support systems are put into place, wholesalers are in a position to strengthen their role in the supply chain and meet the accelerating pace of a demanding and discriminating market.