Distribution Networks

Distribution Structures and Channels are now in a great state of flux characterised by the simultaneous presence of three different models:Old-fashioned ‘conventional’ distribution of products down a tiered channel involving distributors and retailers; Hybrid forms of distribution for most products, based on mixture of digital and ‘physical’ methods; All-digital distribution, where no physical distribution and retail outlets are involved The precise distribution mix on the ground is heavily dependent on the type of Product or Service being sold. The boundary between Products and Services in Digital Markets is also starting to blur, driven by changes in Technology, Products and Business Models. The mix also reflects differences in regional and national environments, characterised by infrastructures, business practices and consumer behaviour and expectations.