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.
powered by PageTiger