Multichannel Management

Most firms now distribute products and services across a spectrum of channels; from traditional, physical retail outlets, through offline distribution partners like wholesalers, pharmacies and travel agents, to online-shops, mail order houses, sales portals and marketing affiliates.

Consumers increasingly switch between channels during the buying decision process. This process often begins with online research, but with the actual purchase taking place at a physical outlet, even when the purchase could be made online. This everyday phenomenon of "Research Online, Purchase Offline" (ROPO) offers attractive opportunities in multichannel management. Businesses have to realise opportunities through innovative concepts at the same time as realigning their sales organisation.

SEMPORA has advised clients on all aspects of developing future-oriented multi-channel concepts.