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12 Examples of Channel Management

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Channel management is the process of reaching the customer with your products and services. A channel can be a method of selling, a method of delivering your obligations to the customer or both. The following are common elements of channel management.

Channel Strategy

Planning your sales and distribution channels. For example, developing plans to improve your ecommerce presence or expand sales into new regions.

Channel Architecture

The basic structure of your channels such as:
producer → wholesaler → retailer → customer
producer → retailer → customer
producer → value added reseller → customer
producer → customer

Channel Design

The detailed planning and implementation of new channels. For example, developing a partnership program for value added resellers.

Sales Management

The process of managing sales teams and partners such as incentives and performance management.

Sales & Operations Planning

Matching what you are producing to sales forecasts and demand generation efforts such as promotional campaigns. For example, scheduling increased production at your factories to support a sales event in your retail and ecommerce channels.

Partner Relationship Management

Developing, motivating, monitoring and managing the performance of partners.

Channel Conflict

Channel conflict is competition between channels that is perceived as counterproductive or unfair. For example, ecommerce that undercuts your retail partners such that they become unprofitable. Channel management involves careful design of channels to avoid such conflicts such as a fashion brand that allows retail locations to have new items weeks before they are available on ecommerce to compensate for their higher cost base.

Brand Experience

Developing a valuable brand experience across channels. This includes customer service and the design of locations both physical and digital.

Promotion

Coordinating promotional campaigns across channels such as pricing and advertising for a sales event.

Pricing

Channel based pricing strategies. For example, a fashion retailer with premium shops in luxury shopping areas and outlet shops in suburban locations as a means of price discrimination.

Revenue Management

The process of optimizing your revenue for available inventory such as an airline that sells full priced tickets online and gives bulk discounts to tour operators when they need to fill seats.

Distribution

The process of delivering your obligations to customers and channel partners. This includes reaching the end-customer with your products, services, brand experience and customer service. It also includes logistics such as product returns.
Overview: Channel Management
Type
Definition
The process of reaching the customer with your products and services.
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