People always have a preference for how and where they buy products and receive services.
These preferences may differ for each customer at different times depending on what they are buying and why they are buying it. Enabling customers to access products and services in the way that they desire is at the heart of a connection company's channel strategy. Therefore, multiple channel options are typically a key component of their overall offer. Connection companies start with customer knowledge of both current and expected future desired experience to determine what is required of their channels. Then they determine what each current, and potentially innovative channel, is able to deliver.