PA's retail capabilities
Marketing and distribution channel strategy
One of the key trends that has transformed some areas of retail is the proliferation of communication and distribution channels. Although some channels have been over-hyped, they have established themselves as a part of the retail experience.
The challenge for store-based retailers is how best to offer the increased convenience and personalization to meet customers' emerging needs, while improving revenues and margins.
Channel innovation
The answer is through channel innovation - designed for customers, differentiation, and results. This is what we call 'channel fusion'. Channel fusion offers three important things:
- Reach - to people and places which others cannot serve
- Richness - to differentiate and enhance the purchase experience
- Relationship - to build a level of intimacy which others cannot.
PA's publication 'Channel fusion' - describes this in more detail, including examples of retailers and other organizations that have successfully embraced this concept.
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