1 - Multi-Channel Fulfillment

The opposite of the single channel, using several distribution channels to connect with your customers. By distribution channel, we mean: physical store, online store, mail, press, radio, TV, email, events (trade shows and fairs), social networks, mobile applications... In short, all commercial and advertising platforms are exploited so that the consumer can find the information he needs.

The multi-channel distribution strategy has emerged to respond to the evolution of technologies and, in fact, of uses. As customers are more connected and mobile, companies have had to adapt by multiplying the points of contact with their customers. Objective: extend the company's brand territory, reach a wider customer base and react to the competition.

In short, it has become essential to respond to the different phases of the customer's buying cycle so that he has all the elements at his disposal to convert. A multi-channel distribution strategy nevertheless requires a good knowledge of the purchasing behaviors of the company's customers, since each distribution channel must respond to real expectations and uses.