Channel Mix Optimization
The process of adjusting the allocation of resources and activities across different channels to maximize overall sales and profitability.
Implications
The process of determining the most effective combination of sales and distribution channels to maximize reach, sales, and profitability, often involving analysis of channel performance, customer behavior, and market trends.
Example
Example: A cosmetics brand conducts channel mix optimization by analyzing the performance of its online store, retail partners, and direct sales channels, reallocating resources to the most profitable and scalable channels.
Related Terms
Different from channel diversification, which focuses on adding new channels, mix optimization is about refining the existing channels to achieve the best possible results.
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