Choosing the right channels to sell to your customers is a crucial decision. You need to know how and where customers want to buy your products or services, and the best way of getting customers to hear about them.
For some businesses, reaching customers is relatively straightforward. High-street shops, for instance, rely on customers walking through the door.
The more sales channels you use, the more customers you can reach. But each channel adds costs. If you add a new channel only to find it attracts sales away from an existing channel without bringing significant extra sales, you'll be increasing your costs for little or no benefit.
This guide looks at the main sales channels you can choose from. It explains their strengths and weaknesses, and how you can use them to your advantage.
The Chartered Institute of Marketing