Channel marketing is all about focussing on customers and creating easier and more access to purchase. For example, Coke had, and indeed may still have, a mission that no one should ever be more than 10 steps from a being able to purchase a Coca Cola.
Tesco are about to trial a virtual supermarket on the London underground. This will allow shoppers to order ‘on the hoof’ while going to work or for the next train. In a time pressed society it will be interesting to see the effect. Trialled elsewhere in the world, the virtual supermarket resembles a ‘wall’ of products which you select and scan with your mobile phone app. The products will then be delivered to your door at a time that you want. Clever!