Navigating retail sales channels through a customer journey lens
How can you make the best use of different sales channels by understanding the customer journey?
Introduction
During this interactive session, based on recent scientific research, we demonstrate how different retail sales channels can reinforce each other and how they fit within the customer's journey. We explore how consumers switch between online and offline today, the role each channel plays in this, and how companies can align their strategy accordingly.
- What sales channels exist?
- What role does a physical store play in this story?
- What opportunities and threats do online marketplaces present?
- What opportunities and threats do direct channels, where producers sell directly to the consumer, present?
With inspiring examples and mini-case studies, each linked to academic literature, we show how challenges can be transformed into strategic opportunities. Whether you are thinking about or working with online marketplaces, direct-to-consumer strategies, omnichannel retail, or effective customer journeys: this seminar offers valuable and practically applicable insights for marketing, sales, and e-commerce managers, retail and brand managers, digital specialists, and anyone who wants to be inspired by what works in today's hybrid retail world.
What will you learn?
After completing this training, you will:
- gain insights into how different sales channels offer both opportunities and challenges;
- develop a clearer understanding of which sales channel choices are available and how to optimise them to meet the expectations of today’s consumer;
- learn how to start from the customer journey to strategically select, combine and optimise sales channels.
For whom?
Marketing, sales, and e-commerce managers, retail and brand managers, digital specialists, and other professionals responsible for channel strategy: through which path do we offer our products? This question may arise from retailers, who perceive initiatives such as manufacturers bypassing them as a threat. But it can equally come from manufacturers, who are looking at alternative channels to bring their brand to market.
Language
The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.
Speakers
-
Els Breugelmans
Hoogleraar at KU LeuvenProf. Dr Els Breugelmans is full professor at the Faculty of Economics and Business at KU Leuven, Antwerp campus, where she is part of the Marketing Management research unit. Her academic research focuses on the empirical modelling of retail-related topics, including omnichannel shopping beh...
Register
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Prices
- UBA member: Free. The participation fee is included in your company's annual membership contribution.
- Standard: € 430 (excl. VAT).
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