The old notion of limiting your distribution to one or two channels has had its day. People expect to be able to communicate — and collaborate — with your business across multiple channels, including online and mobile channels.
Research by Dr Sean Sands and Carla Ferraro from the Australian Centre for Retail Studies at Monash University shows that operating through multiple channels has many advantages. It provides low-cost access to new markets, it creates strategic advantage and increased customer satisfaction and loyalty can lead to larger profit margins and higher revenue growth.
Older style channels are still important, of course. Sean McDonell, National Sales Manager for Targeted Media Solutions at Salmat, says his sector is shifting from the old “push” approach of marketing to new types of multi-channelling where convenience, simplicity, transparency, consistency, content and availability are all crucial.