Multichannel Sales Strategy

Brands need to make two strategic decisions about how they competitively represent their products online:

1. Online product availability: purchase vs. demand-generation

2. Online pricing: channel optimized vs. equal to retail

Multichannel Sales Strategy









Managing Sales Channel Conflict

* Some sales channel conflict is inevitable

– Between brands and retail/etail partners

– Silos within the brand’s organizational structure (e.g.retail sales vs. ecommerce).

* Be aware of retailer perceptions

– A brands’ direct-to-consumer online prices may be interpreted 
as de facto MSRPs.

* Brands typically go through three phases of 
managing sales channel conflicts:

– Avoiding them

– Managing them

– Rationalizing them

Evolution of Ecommerce Strategy







To Be Continued………..



1. Jie Zhang, Paul W. Farris, John W. Irvin, Tarun Kushwaha, Thomas J. Steenburgh and Barton A. Weitz (2010). Crafting Integrated Multichannel Retailing Strategies. Harvard Business School Working Paper 09-125.

2. , p. 16.

3. Mastering Online Customer Acquisition: Ecommerce & Digital-Influenced Sales. Stacy Smollin Schwartz.





Arafat Manliki

I am a brand marketing communications professional and a digital marketing expert with years of quality education & experience. I can also be referred to as one of Nigeria’s leading consumer tech lifestyle enthusiast. My interests include but are not limited to technology, gadgets, Soccer, traveling and a strong passion for music.

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