Channel marketing – Buying where and when you want

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!

 

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