- Written by Diego Pantoja-Navajas
Because the customer is touching the brand in multiple ways, companies must transform their supply chains. To do this effectively, it’s important to understand the different types of distribution channels.
The older, most simplistic definition of product distribution is getting a product from point A (point of origin) to point B (public consumption). Now, the supply chain has become a fluid highway of merchandise moving in various directions with multiple touch points. And, consumer demand is driving when, where and how the supply chain moves.