Ailawadi, K., & Farris, P. (2023). Finding the Right Metrics to Manage Multi-Channel Distribution. NIM Marketing Intelligence Review, 15(1), 24-31. https://doi.org/10.2478/nimmir-2023-0004
Paul W. Farris
Keywords: Multi-channel, Omni-channel, Distribution, Distribution Metrics, Channel Performance, Channel Conflict, Showrooming, Webrooming
Many metrics used to evaluate brick and mortar channels have equivalents online, but there are also some new metrics that marketers should monitor. Distribution breadth and depth refer to how easily a consumer can find a store that stocks the brand and find the brand within the store. Being findable online where and when consumers search for the category is just as crucial.In a successful cooperation, neither distribution partner can afford to focus only on its own performance at the expense of the other—at least not for too long. The partnership must be profitable for both, so both perspectives require monitoring. Suppliers need to understand where their target market searches and when, why and where it buys to decide where they should expand and who they should reward.
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