In business, channels are the different routes through which a product reaches an end-consumer. For example, you can buy a computer from a specialist retailer, a generalist retailer (such as a supermarket), online, or over the phone. Multichannel marketing refers to how a company uses multiple channels at the same time, to reach the widest possible customer base or to be as profitable as possible.
When to use it
- To evaluate different routes to market, and to decide how to combine them as effectively as possible.
- To help reinforce your chosen segmentation strategy.
- To avoid ‘channel conflict’, where two or more channels are offering the same product at different prices.
The notion that firms sell ...