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This chapter is from the book

Finding the Niche

Web merchants, bricks-and-mortar retailers, and catalogers are all vying for the same customer. In order to succeed, each will need to establish a channel value proposition. The customer is at the center of the decision.

What attribute will be the most important? Will it be price, convenience, experiential shopping, entertainment, service, or something else? Because each channel is superior in at least one of these, the customer will not believe that a single channel can provide everything. Providing a singular focus, however, doesn't mean that the other issues don't matter. Delivering as many as possible will be key.

Because customers shop in more than one channel, resellers will have to share sales. But they don't want to lose customers from their channels due to mistakes they make. The game is theirs to win or lose.

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