Companies in 2012 face the same challenges as last year;

only this time there is an even stronger imperative to

address the marketing storm that hovers on the horizon.

Distribution channels have continued to morph in

ways that many could not have imagined. Consumers

are embracing a much wider variety of outlets for

purchasing products, as well as showing preference for

newer-style distribution channels over more traditional

distribution channels, such as struggling department

stores. The rise of new retail channels such as mall/

entertainment centers, 24-hour convenience stores

and pharmacies, discount stores and online shopping

channels is placing pressure on companies to constantly

explore how best to maximize sales amidst this changing

distribution setting. In retrospect, the disaster actually

pushed many consumers into experimenting with new

channels (especially online) out of necessity, hastening

the entrenchment of this trend.

Perhaps even more dramatic has been consumers’ uptake

of new “communications opportunities” which similar to

distribution channels, are also broadening.