Can a Salon-Exclusive Hair Care Brand ‘Volumize’ by Expanding to Amazon? For years, the hair salon I go to exclusively carried KEVIN.MURPHY hair care products, with a large inventory on display and available in the store. The salon owner has…
Channel Strategy
Hilton Owns 4 of the Top 10 Most Valuable Hotel Brands A robust channel strategy framework helps Hilton dominate the market. In 2022, Hilton Hotels & Resorts yet again claimed its spot as the most valuable hotel brand in the…
Swimsuit Season Now Starts Online A company’s channel strategy includes all the paths taken to get a product into the hands of the end customer. This channel strategy example in US women’s fashion illustrates how online channels are disrupting the…
Billions of Hours and Billions of Dollars The Witcher Brand provides a channel strategy example that expands into the world of books, video games and TV. For the past six months, I’ve enjoyed spending free time exploring the open…
From Childhood Favorites to Healthier Options, How the $13B Cereal Market Hangs On I was one of those lucky kids whose mom bought Frosted Flakes and Cocoa Puffs. I didn’t eat them on school mornings. But on Saturday morning, with…
Start with Online Channel Strategy With many consumers expecting to start their initial investigation and shopping online, brands have little choice but to invest in an online channel strategy. And, even for a small business, keeping a mobile app and…
Channel Strategy Challenge The Insight to Action team was asked by Holganix, a soil amendment company, to develop a go-to-market channel strategy. Their theme for the year was “Probability, Simplicity and Leverage,” and there was a desire to achieve focus…
Channel Strategy Choices are Necessary Decisions One of my former partners used to say that the essence of channel strategy is the discipline required to make choices: what to do and what not to do. For instance, most businesspeople agree…
With the impact of COVID-19, 2020 stands out as the biggest year on record for organizations to change their channel strategy. This builds on a longer-term multi-year trend, with many already focused on growing their online channel business. Online Share…
Omnichannel business models have evolved as a way to provide a unified customer experience in a world of diverse communication channels, like in-person, over the phone, online and mobile. As consumers expect more ability to learn and purchase online, the…