The big wave, shifting to direct marketing by manufacturers and merchants never stop. Manufacturers and merchants start being involved themselves in mail order and/or e-commerce business for having direct contacts with consumers. Especially, e-commerce (internet) eased an entry to direct marketing business and changed paradigm of all distribution system.
Almost any industries, direct marketing can be introduced. Therefore, you have to be ready for this and you need to start it one step earlier than others to defeat them. And importantly, you need a know-how of direct marketing which IPS can provide.