THE RISE OF OMNICHANNEL PROMOTION AND DISTRIBUTION

      As with communication channels, retail channels are changing. Retail is omnichannel—an integrated experience across the online-offline worlds. This omnichannel viewpoint enables firms to have more options for reach and to create new business opportunities. 4.1. Managing Brand Experience and Promotion across the Customer Journey Tier 1 • How does omnichannel retailing interact with the purchase funnel, and what are the implications for promotional strategy? • Data collection has to be integrated across channels so that the firm has one view of the customer, but who owns this data? What are the strategic ways to use this data and balance the power across partners in the channel? What is the role of regulation here? • What are the benefits/weaknesses of the new direct-to consumer trends for start-up and legacy brands? • How do consumers form platform and channel preferences? • Which is the right channel, right content, and right time to reach a customer? How do consumers think about channels (e.g., given Facebook and Instagram)? 4.2. Managing Distribution and Demand across Channels Tier 1 • As demand becomes more fragmented with a larger number of retailers, how should retailer and manufacturer partnerships evolve? • What analytics are needed to make sense of omnichannel promotions and sales? • What strategies are needed to create a seamless purchase and support integration across carts, agents, and devices? • How should firms adjust to a digital payment world? Tier 2 • Which is the right product mix and pricing in the right channel? • What is the right trade-off between self-service and personal channels? • What are the roles of reputation mechanisms across channels and their consequences for manufacturers, customers, and retailers? 11 • How do these factors vary for Millennials, Generation Z, etc.?