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The greater the level of support and information a customer needs to make a decision on which product to buy, the more likely a retail channel will be the best approach. Conversely if a product is by nature highly commoditized or is so popular it has strong customer trust, digital channels are the best approach, as they will drop the cost per transaction (Edelman, 2010).
Companies who are excelling at bridging both strategies include Apple and BestBuy. Apple has both their walk-in stores for managing the demonstration of their latest products and also delivering excellent personalized service at their Genius Bars. They also have one of the best websites and digital channels for selling their products online as well. The balance of digital and retail or space and place, is excellent, and supports the Apple brand overall. BestBuy is another company who has successfully defined a strong mix of space and place strategies, concentrating on their website as a source of information...
The stores are used as the channel for selling high-end products that require intensive consultative selling including the Magnolia Series stories, which sell high-end television and stereo equipment. Both of these companies excel at managing multiple channels as their product strategies, services strategies and promotional programs are all orientated to the strengths of each respective channel they are selling through.
References
Edelman, D.. (2010). Gaining an edge through digital marketing. The McKinsey Quarterly,(3), 129.
Grandon, E., Nasco, S., & Mykytyn, P.. (2011). Comparing theories to explain e-commerce adoption. Journal of Business Research, 64(3), 292.
Martin-Herran, G., & Sigue, S.. (2011). Prices, promotions, and channel profitability: Was the conventional wisdom mistaken? European Journal of Operational Research, 211(2), 415.
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