Channel Overlap Analysis
Assessing how different marketing channels interact with and impact each other, helping to avoid redundancy and maximize efficiency.
Implications
The assessment of where and how different sales or distribution channels intersect or compete with each other, often used to identify inefficiencies, conflicts, or opportunities for consolidation and better alignment.
Example
Example: A consumer electronics brand conducts a channel overlap analysis to identify where its online store and physical retailers are targeting the same customers, leading to adjustments in pricing and promotions to reduce conflict.
Related Terms
Different from channel differentiation, which seeks to make channels unique, overlap analysis looks at where channels might be competing with each other for the same market or customers.
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