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Changing Channels

Posted: August 28, 2008, from the February 2007 issue of GCI Magazine.

page 4 of 4

Brands can leverage the Internet to increase sales by combining various distribution channels, such as boutiques and shopping networks, with a Web site. Various Web sites also offer message boards and the ability to review products, creating an interactive community for their consumers. Brands and retailers must add value to their Web sites, as online consumers come to expect an interactive experience while online. (See “Web 2.0 and the Cosmetic Industry” on page 42.)

“The Internet will continue to grow and grow, taking share from retail environments. Many details about the Internet must be satisfying to consumers, but the consumer also seems more willing to shop the Internet daily,” said Catalano.

Throughout the retail environment, times are changing. Traditional distribution channels are making room for the newer avenues. Each of these channels has loyal consumers looking for a specifi c retail experience. As a result, manufacturers and marketers must be willing to look at multiple distribution channels to see maximum growth and achieve a crosssectional consumer base.