Many organisations have multiple distribution channels either to service different segments of consumers and buyers through different channels or to offer them multiple channel options through which to buy. Many organisations offer options for purchasing both through physical stores and online. It is important that an offering is made available to consumers according to their needs as far as possible, taking into account, for example, the level of service desired, consumers’ willingness to travel and preferences for buying in-person or by phone or online, as well as an organisation’s ability to meet these needs (Kotler and Armstrong, 2016).
