Sales Channel Diversification

Sales channel diversification is the process of expanding sales and marketing efforts to many different channels to expand brand presence and engage more customers.

What Is Sales Channel Diversification?

Shopping journeys are multifaceted and nonlinear — consumers browse multiple sales channels before making a purchase. Sales channel diversification helps brands and retailers meet customers at multiple touch points along that journey to consistently engage them as they find the right product. When brands diversify their sales channels, they often start by collecting consumer and market data to inform their strategy. This data helps them identify which customer segments are shopping where, as well as opportunities for the brand to expand their reach on different channels. With this data, brands can conduct sales channel diversification more strategically with the goal of increasing brand awareness, creating an omnichannel sales environment, and expanding their reach to new customer segments.

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