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Channel Blurring
The phenomenon where the distinction between different sales channels becomes less clear, such as when traditional retail stores also sell online, leading to overlapping strategies.
Implications
The convergence of different sales channels, such as physical and online stores, leading to a more integrated customer experience where boundaries between channels become less distinct.
Example
Example: A retailer experiences channel blurring as customers increasingly use their smartphones to compare prices and make purchases while browsing in physical stores.
Related Terms
Different from multichannel strategies, which use separate channels, channel blurring reflects the merging and overlapping of channels into a seamless customer experience.
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