The practice of selling products and services through a variety of interconnected channels to provide customers with multiple avenues to make purchases is a common business strategy. These channels can include physical stores, online marketplaces, mobile applications, social media platforms, and direct mail. A consumer might, for instance, browse a product on a company’s website, add it to their online shopping cart, and then opt to pick it up at a brick-and-mortar location.
This multifaceted approach enhances customer convenience and provides flexibility in how individuals interact with a brand. Its adoption reflects an understanding that consumers utilize diverse pathways during their shopping journey. The strategy aims to create a consistent and integrated brand experience, regardless of the channel the customer engages with. Historically, its emergence is linked to the rise of e-commerce and the subsequent need for businesses to integrate online and offline operations.
