<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Many metrics used to evaluate brick and mortar channels have equivalents online, but there are also some new metrics that marketers should monitor. Distribution breadth and depth refer to how easily a consumer can find a store that stocks the brand and find the brand within the store. Being findable online where and when consumers search for the category is just as crucial.</p>
<p>In a successful cooperation, neither distribution partner can afford to focus only on ist own performance at the expense of the other—at least not for too long. The partnership must be profitable for both, so both perspectives require monitoring. Suppliers need to understand where their target market searches and when, why and where it buys to decide where they should expand and who they should reward.</p>
</abstract>

Many metrics used to evaluate brick and mortar channels have equivalents online, but there are also some new metrics that marketers should monitor. Distribution breadth and depth refer to how easily a consumer can find a store that stocks the brand and find the brand within the store. Being findable online where and when consumers search for the category is just as crucial.
In a successful cooperation, neither distribution partner can afford to focus only on ist own performance at the expense of the other—at least not for too long. The partnership must be profitable for both, so both perspectives require monitoring. Suppliers need to understand where their target market searches and when, why and where it buys to decide where they should expand and who they should reward.

Finding the Right Metrics to Manage Multi-Channel Distribution

University of Virginia, Darden School of Business

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Finding the Right Metrics to Manage Multi-Channel Distribution"}

Many metrics used to evaluate brick and mortar channels have equivalents online, but there are also some new metrics that marketers should monitor....

Finding the Right Metrics to Manage Multi-Channel Distribution

Published Online: Apr 19, 2023

Page range: 24 - 31

DOI: https://doi.org/10.2478/nimmir-2023-0004

Keywords
Multi-channel, Omni-channel, Distribution, Distribution Metrics, Channel Performance, Channel Conflict, Showrooming, Webrooming

© 2023 Kusum L. Ailawadi et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Finding the Right Metrics to Manage Multi-Channel Distribution

Published Online: Apr 19, 2023

Page range: 24 - 31

DOI: https://doi.org/10.2478/nimmir-2023-0004

KeywordsMulti-channel, Omni-channel, Distribution, Distribution Metrics, Channel Performance, Channel Conflict, Showrooming, Webrooming

© 2023 Kusum L. Ailawadi et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
Multi-channel, Omni-channel, Distribution, Distribution Metrics, Channel Performance, Channel Conflict, Showrooming, Webrooming