Channel Strategy

For every product, there’s a delivery pipeline — often more than one. Consumer product manufacturers might rely on warehouse shipments, direct store delivery or direct-to-consumer models. Software companies can turn to inside sales, distributors, OEM partners and “touchless” customer acquisition. For their part, financial institutions have self-service, assisted self-service and full-service options across a myriad of physical and virtual locations.

All this complexity can leave executives wondering which channels to prioritize. Each channel has its pros and cons, depending on the target consumers and their cost to serve. There’s also the issue of how to manage channels so they reach the consumer effectively. As ecommerce and physical channels continue to multiply, their alignment has never been more important. Finally, other channels are entering parts of the shopping journey — from idea generation to product review and purchase — and require astute management as well.

How we help

A successful channel strategy is about making the most of your channels to market by being in the right places in the optimal way. We help you identify the right channels — including emerging digital ones — to maximize profitable reach. For example, we work with you to:

  • Identify customer segments and the channels they use in the customer journey
  • Evaluate the economics of communicating and selling through each channel
  • Assess other risks and opportunities of a particular channel
  • Determine the most effective ways to reach and serve each channel
  • Create the mix of products, services, pricing and promotions that appeals to each channel
  • Design programs to encourage the highest possible channel performance
  • Coordinate channels to provide a seamless customer experience
  • Map out processes for managing channels and resolving channel conflict
  • Adapt channel strategy to changes in the marketplace

Your benefits

  • Greater efficiency across all channels
  • Higher revenues from more effective channels
  • Tighter integration with other marketing and sales strategies
  • Improved access to target customers under the right conditions and times
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Actionable insights borne out of deep, in-market experience in the world’s major industries.

Learn about how we can help with your Marketing & Sales needs.