Research Resources

The Rise of Omnichannel Promotion and Distribution

As with communication channels, retail channels are fragmenting. On the one hand, this enables firms greater options for reach and creates new business opportunities within the channel. On the other hand, fragmentation makes channel management substantially more complex.

3.1. Managing Promotion across Channels

3.2. Managing Distribution and Demand across Channels

3.3. Channel Structure

”Right channel, right content, right time.”

“[We need] strategies for cross platform strategies where 1:1 matching isn't possible. Probabilistic cross-channel targeting.”

Curated List of Related Content

Multichannel Sales Attribution and Media Optimization [Top Download award]

Consumer Response to Evolving Retail Landscape [Conference report]

Is Self-service Right for Your Brand? [Report]

Marketing Can Increase Multichannel Shoppers and Profits [Journal article]

Leveraging Omnichannel Shopping Through Mobile [Webinar with Venkatesh Shankar]