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Different distribution channels for marketing


In general, any business or individual wanting to create an online store (e-commerce ) may usefully call a service provider specializing in e -commerce to study the market, its competition and thus its position on the web.

Combined sales for the RIMA method

In the world of electronic commerce, the term click and mortar (or bricks and clicks) refers to companies that offer a complementary way:

  • Internet sales (“online” activities)
  • “physical” in-store sales or point of sale (classical distribution).

These expressions are constructed by analogy with the usual “bricks and mortar” expression

These distribution patterns  opposed to “all virtual” models where only trade online guests are offered. Some “all virtual” operators seem to redirect part of their distribution strategy to the click and mortar.

Multichannel sales

Developing  a multi-channel strategy allows to associate Internet, digital television, mobile and physical stores. The advantage of such a device is to exploit the growing number of consumers who use to purchase multiple channels of interactive distribution.

This form of distribution also allows face some inherent obstacles characteristics of the electronic channel. Some consumers are reluctant to pay online and wish for example to pay in stores. A multichannel strategy also has an interest from the logistical point of view to use the network of stores as a stock and transforms them into withdrawals points. Several e-commerce players have opted for such a strategy. Traditional retail players have meanwhile been slower to combine the electronic channel and physical channel.

In all cases the multichannel strategy requires a particular organization on many functions: logistics management, information systems, customer relations, pricing, promotion, retention, etc. It is now the e -business.

Although one of the pillars of e-business is e-commerce, e-business and e-commerce are two terms that ultimately have two completely different meanings.

The difference between e-commerce and e-business

An e-commerce solution allows a merchant to sell just online products, it is therefore VPC Internet. An e-commerce solution does not guarantee the success of the site itself, as it provides only limited to cart functionality and provides a basic way management catalog. It does not address the fundamental problems of a vertical community developments around the site, customer loyalty, establishing customer / merchant confidence, sales optimization, analysis of customer behavior, the SAV, etc.

With 22 % growth in 2009, e -commerce tends to a convergence of the web and mobile.

E-business is all that can be implemented upstream to achieve a sale and subsequently ensure customer loyalty. The business consists of “exchange relations” of different order (mailing, customer loyalty programs, promotions, support, after sales service, etc.). An e -business solution is a set of applications, tools that allow one hand to create a website for online sales and secondly to provide the merchant all the necessary means to explore, transform and retain customers (lists of gifts, loyalty points, cash back, gift vouchers, discount coupons, sponsorship, affiliation, etc.).

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