Resellers can identify brands they routinely keep in stock and place ads next to product search results. This creates a virtual online catalog. Resellers are assured of reaching prospects at the moment when they are primed to buy. Even if a consumer chooses to call and order instead of click and order, the selling process is essentially over when the call is placed. This reduces salespeoples' time per sale. And that's good for the bottom line.
This directory - retailer link creates the first real opportunity for smaller, specialty retailers to be in a high traffic marketplace at the right time, without paying for wasted exposure. It's also good for smaller specialty manufacturers, who can afford to be "where the rubber meets the road" on a consistent basis. Today, the DPI directory sites are leveling the playing field somewhat. The customers will benefit, of course, but so will the quicker and more imaginative manufacturers and resellers.