The marketing realm of the present day world is marked by innovative strategies. The brands approve and utilise only those profound strategies which have the capability to give them a reliable boost so as to maximise their Return on Investment (ROI). In the yester years, the brands used to cater to their customers through multi-channel presence (with little or no interaction between two different platforms/mediums of operation, say a website/online store or a brick and mortar store in the nearby area) which now seems to lose its vigour with the advancement of time. The latest approach adopted by the competing brands today to woo their potential customers in different parts of the country is leveraging on large distribution companies to have omni-channel presence to ensure highly satisfied customers.
To engage the target/potential customers through the omni-channel presence is a process that involves employment of resources at an appreciable level but it also promises to deliver an experience to the customer that is much more likely to be translated well into repeated sales! The reason why many companies are adopting this approach is that the modern-day customers want to exercise shopping in a fashion that is absolutely frictionless and gives them a chance to interact with the brand in a meaningful manner through more than one single/obvious route. It is here, the role of the istribution companies comes into play.
The distribution of the products of a reputed brand through a distribution company gives a chance to the brand to manage the interaction with its target customers in a more profound and integrated way. When a customer experiences a single thread of communication channel with the brand of his/her choice across multiple platforms/channels, it gets lot easier and faster for him/her to take a favourable action. For example, if a product is ordered online through the website of a company and the buyer, now intends to return it (due to some defect) on the nearby brick and mortar store of the brand, a completion of this action in a hassle-free manner makes his/her job quite convenient. Also, through this, the brand can subtly secure the trust of the buyer through the integrated mechanism of selling products using a combination of offline and online platforms/stores. What more? It is also seen that such customers tend to show higher degree of chances to return to the brand even if they had found the product to be defective on the first instance as they now opine that how easy it is to reach the seller in case of a complaint which would otherwise have turned into a nightmare for them.
It can be said that the brands that are determined to make a mark in the market and win the trust of their larger customer base across a wider region on ground, are smarter to trust and leverage the maximum potential of big scale distribution companies to enjoy an omni-channel presence with ease and higher efficiency. That said, binding of various channels of product distribution on online and offline platforms not just give a good shopping experience to the customers but also sets the pace for the success of the brand both in the short and long term.
The article has been penned down by Kartik Agarwal, CEO, Staunch