What is Multi-Channel Customer Management

As markets mature, businesses adopt the multiple channel strategy to compete head on. With the intention of acquiring new markets and new customers, this strategy appears good and logical. However, if implemented in haste without a business model and proper orientation, can this multichannel strategy be beneficial in the long run? The press articles are rife with news of inter-channel competition and its consequences in different sectors. This case is set in the context of the fast moving consumer goods (FMCG) sector in India where the facts and figures are pointing to a disruption in the distribution network. How should distributors of different trade channels coexist? This case is developed from a general trade distributor's point of view on the challenges he faces and attempts to examine what should be the way going forward. Essentially, how should managers manage multiple channels? This question in channel literature has been commonly advised as a future area of research; it is unfortunate that still not much work has been done in this area.