The challenge will lie in managing these multiple channels of experience
It is likely that most companies will find that they will have to integrate several distribution channels to provide the customer with a seamless purchase process. The key challenge is thus to ensure that the personalized nature of the experience is not much different across channels.
Can an Internet bookseller allow its customers to experience the same ambience on the net as it does in the bookstore or vice-versa? If it cannot then companies will face friction among the alternative distribution channels and the already established physical channel might complain about its profitability being affected by digital purchases. This may be typified by friction between vehicle dealers and the company over orders trough an auto company’s Web site.
Complementary to the problem of managing multiple channels of distribution is the development of infrastructure needed to support such a distribution network. The billing system and pricing strategies have to be properly frames and executed
It is likely that most companies will find that they will have to integrate several distribution channels to provide the customer with a seamless purchase process. The key challenge is thus to ensure that the personalized nature of the experience is not much different across channels.
Can an Internet bookseller allow its customers to experience the same ambience on the net as it does in the bookstore or vice-versa? If it cannot then companies will face friction among the alternative distribution channels and the already established physical channel might complain about its profitability being affected by digital purchases. This may be typified by friction between vehicle dealers and the company over orders trough an auto company’s Web site.
Complementary to the problem of managing multiple channels of distribution is the development of infrastructure needed to support such a distribution network. The billing system and pricing strategies have to be properly frames and executed