The wholesaler is faced with a lot challenges in running their business. Four of the biggest challenges are; purchasing loyalty from their retail clients, extending promotions to the retailer, visibility of the relationship between shipment data and sell through and stock replenishment. Most wholesalers run weekly promotions to encourage retailers to buy more product. The challenge is trying to reach the thousands of retailers every week in a timely manner and being able to effectively communicate the promotion. It is hard to get the attention of the small operator because of the busy store environment and therefore most of them miss or overlook the promotion from the wholesaler. In addition the wholesaler also needs real time data to know how well the clientís stores are selling. The wholesaler has the shipment data of what shipped to the store but has no visibility into what is selling at the store. The linkage created between the wholesaler and the store through DSMART ICR MarketConnectô makes all of this possible.