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A channel strategy is a plan for reaching customers with products and services. Channels serve two primary functions: selling to the customer and delivering customer experience including products and services themselves. A channel strategy considers factors such as customer habits, competitive environment and constraints such as costs and capabilities. The following are common examples of channel strategies.Agents & brokers | Bidding on contracts | Bricks & clicks | Camping strategy | Catalog sales | Conferences & trade shows | Dealerships | Digital advertising | Direct mail | Direct sales force | Distributors | Ecommerce | Event marketing | Foreign subsidiaries | Franchises | Importers & exporters | Influencer marketing | International partnerships | Kiosks | Licensing | Mobile apps | Omnichannel strategy | Online marketplaces such as app stores | Outlets | Owned retail | Personal selling | Pop-up shops | Resellers | Retailers | Sales outsourcing | Showrooms | Social media marketing | Subscription boxes | Telemarketing | Value added resellers | Websites | Wholesaler distribution |
A camping strategy is the practice of locating sales offices or retail shops close to your customers. For example, an IT company that sells a trading platform might locate sales offices in major financial districts.An omnichannel strategy is the practice of selling over multiple coordinated channels. For example, a retailer that sells from a company owned mobile app, website and retail locations that coordinates marketing such as sales across these channels.Bricks and clicks is the practice of combining your ecommerce and retail operations such that they compliment each other. For example, retail locations may be used for delivery and customer service for online orders. The ecommerce channel can be used by retail locations to extend inventory and selection.Value added resellers are partners that incorporate your products or services in their own products.Licensing is the practice of granting other firms the right to use your brand> and/or intellectual property such as product designs in exchange for fees.Channel CoverageChannel coverage is what products and services are available from each channel. For example, a fashion retailer that prohibits new lines from being sold from outlets.Channel IntegrationIntegrating the strategies above. For example, using a mobile app to drive sales at retail locations.Channel ConflictChannel conflict is tension that arises between your channels. For example, retailer partners that are unhappy because you offer aggressive price promotion on a major ecommerce platform that undercuts their prices.Next: Distribution Channel
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