Why choose sales and marketing
Distribution Policy: What is the Right Channel for Your Business?
But why choose? You can do sales too Spread over several channels. With multi-channel sales, you use your own sales channels, as well as third-party sales channels, so you have access to a mixture of indirect and direct sales. For example, you have your own web shop and a shop, but you also work with other retailers and sales platforms (such as Amazon).
In such a scenario, you yourself come into contact with the end consumer through some channels and, on the other hand, offer your goods through an intermediary, which the Can significantly increase the reach of sales. Which sales channels you should use and to what extent depends on both the corporate goals and the resources. However, the reach does not inevitably have to be increased: If you already reach a large part of the target group via one channel, this can also happen when using several channels Cannibalization effects come. An example: The establishment of numerous shops can lead to a decline in sales in the online shop.
It becomes particularly interesting when that Product range is not identical on all channels. If you adapt the selection to the sales channel and thus also to the target group, this often results in larger sales.
The terms are often used in the context of multi-channel sales Cross-channel or Omni-channel sales. This is a further development of the distribution of sales channels. In classic multi-channel sales, the individual channels are treated completely separately from one another. The various points of sale have no links with one another. At the Cross-channel sales However, the individual routes are closely related: The customer can order a product online and pick it up in a shop. But there should be a linked warehouse management system.
The Omni-channel sales is a slight adaptation of the cross-channel variant. With omni-channel sales, the company tries to give customers access to the entire range - regardless of the point of sale. For example, customers should be able to browse a catalog online while they are in the store, where they can then buy the selected product directly.
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