Marketing in a cost-of-living crisis: Distribution and channels

Frances Dennis

Choosing the most appropriate distribution channels with care is vital to preserving a brand’s carefully orchestrated brand position – this is especially important when dealing with business conditions outside of the norm.

When sales are under pressure, brands may be tempted to throw caution to the wind and strive for as much distribution as possible. How enticing it is to open the floodgates and sell products through every conceivable channel in the hope that increased availability will lead to greater sales.

But this strategy has its dangers. Choosing the most appropriate distribution channels with care is vital to preserving a brand’s carefully orchestrated brand position.

Getting distribution strategies wrong can inflict grievous damage on a brand. in 2018, British luxury brand Burberry reported destroying $36.8 million-worth of its own merchandiseto...

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