Successful multi-channel strategy: mixing marketing and logistical issues

Abstract

Purpose When a company simultaneously manages several distribution channels, there are important issues regarding the sharing of marketing and logistical resources. This paper aims to discuss the integration of sales staff, communication and logistical operations to improve service delivery to multi-channel consumers. Design/methodology/approach The paper is based on a literature review regarding multi-channel strategy to build a conceptual framework. This framework is discussed using three illustrations from the French multi-channel distribution field (King Jouet, Fnac and Darty). Findings The exploratory research underlines the importance of information about how consumers order in different channels. This makes the global management of different channels difficult and threatens marketing and logistical sharing. Practical implications The integration process is becoming increasingly important in service recovery. Companies must therefore facilitate total access to logistical information. This requires an organisational interaction between marketing and the supply chain activities. Originality/value The paper underlines the importance of the integration process in service recovery management, particularly when a defective product must be replaced and a new product be made available to consumers.