Marketing Practice

Channel Management

Effective channels serve targeted customer segments, maximize sales, minimize costs and provide companies with a sustainable competitive advantage. To achieve this end, marketers must adapt to the evolving marketplace, keeping a watchful eye over emerging channels that cannibalize existing ones, create conflicts and drive up the cost of sales.

To be in the forefront, channel managers must develop comprehensive, customer-centric strategies. The key challenge lies in pulling together the myriad of players, operations, supply chains, and other providers, to deliver flawlessly and economically.

RPO helps clients redesign channel structure and management to drive growth and profitability; making the best use of internal and external resources, and mitigating the risk of costly misallocations.

Engagement Highlights

Understanding the Customer

Developing customer touch point models and leveraging channel data to provide a deep understanding of customer preferences and experiences.

Zeroing-in on Value

Linking channel performance analysis to key business indicators, such as market share and return on customer, to hone in on the greatest opportunities for improvement.

Rethinking the Customer Experience

Re-designing the customer experience to achieve new levels of personalization, performance, satisfaction, brand awareness and profitable growth.

Fostering Collaboration

Reducing friction in the value chain by building common understanding and practical incentive systems, and uncovering hidden sources of mutual benefit.