Discover the importance of aligning sales channels in today's business landscape. Increase revenue by reaching customers through multiple channels, address changing customer expectations, and optimize sales opportunities. Explore different sales channels, best practices for alignment, and challenges businesses may face.


In today’s rapidly evolving business landscape, companies are constantly exploring new avenues to connect with their customers and maximize sales opportunities. One such strategy that has gained significant traction is multichannel sales, which involves aligning various sales channels to create a seamless and comprehensive customer experience. But why is aligning these channels so important? In this article, we will delve into the importance of multichannel sales and the benefits it can offer to businesses. We will explore the different sales channels to consider, discuss best practices for aligning these channels, and examine the challenges that organizations may face during implementation.

The Significance of Multichannel Sales

One of the key reasons why aligning various sales channels is crucial is the potential for increased revenue. According to a study cited in a LinkedIn article, businesses utilizing a multichannel strategy generate 190% more revenue than those relying on just one channel[^1]. This staggering statistic highlights the significance of reaching customers through multiple channels to maximize sales opportunities.

In addition to revenue generation, multichannel sales strategy addresses the changing expectations of today’s customers. Customers now expect to find products where and when they want to shop. By not utilizing all the key elements of a multichannel sales strategy, businesses risk missing out on potential customers and sales. Therefore, it is crucial to provide multiple ways for customers to purchase products, catering to their preferences and convenience.

Different Sales Channels to Consider

When developing a multichannel sales strategy, businesses need to consider various sales channels that align with their target audience and objectives. Here are some common sales channels to consider:

  1. Direct-to-consumer/e-commerce: Direct-to-consumer/e-commerce channels are often the first choice for brands entering the market. This channel allows for strong brand messaging, control over pricing, and higher margins. Considerations for this channel include shipping and returns strategy and creating a strong direct-to-consumer marketing strategy.

  2. Third-party marketplaces like Amazon: Third-party marketplaces like Amazon are important channels due to their widespread reach. In fact, 44% of all US e-commerce sales in 2017 occurred on Amazon[^1]. It is essential to set a high enough recommended retail price (RRP) to cover the costs of the multichannel strategy, including advertising on Amazon. Customer service is also emphasized as a key factor, as negative reviews can affect product perception and visibility.

  3. Crowdfunding platforms: Crowdfunding platforms offer an avenue for brands to launch their products and access early adopters. Key considerations include gathering potential customer details beforehand, understanding the platform’s algorithms, and crafting a compelling narrative.

  4. Retail stores: Despite the rise of e-commerce, retail stores are still considered an important channel to build brand presence and reach customers. In-store product training and merchandising are important considerations when utilizing this channel.

  5. Wholesale/distribution: Wholesale and distribution channels enable brands to reach customers that might otherwise be inaccessible. Different types of distributor relationships are available, including “box movers” and collaborative partnerships. Considerations include drafting distribution agreements, shipping terms, and understanding wholesale and distributor margins.

Best Practices for Aligning Sales Channels

To successfully align various sales channels in a multichannel sales strategy, businesses can follow these best practices:

  1. Create a central place for assets and new imagery: Having a centralized location for brand assets and new imagery ensures consistency across different sales channels. It streamlines content management and allows for easy updates and distribution.

  2. Implement an online B2B ordering platform: If targeting B2B customers, implementing an online ordering platform streamlines the purchasing process and enables efficient order management.

  3. Integrate data into one place: Integrating data from different sales channels into a central system provides a unified view of customer behavior and enables better analysis, customer segmentation, personalized marketing strategies, and data-driven decision-making.

  4. Use customer relationship management (CRM) software: CRM software helps manage customer relationships, track interactions, and provide insights into customer preferences and behaviors.

Challenges of Aligning Sales Channels

While there are numerous benefits to aligning various sales channels in a multichannel sales strategy, businesses may encounter some challenges during the implementation process. Some common challenges include:

  1. Consistency: Ensuring consistency in branding, messaging, and customer experience across different sales channels can be challenging. Businesses need to carefully manage and orchestrate their communications to maintain a cohesive brand image and customer perception.

  2. Resource allocation: Implementing a multichannel sales strategy requires adequate resources, including financial investment, technology infrastructure, and skilled personnel. Businesses need to allocate resources effectively to ensure the success of their multichannel sales strategy.

  3. Integration: Integrating different sales channels and systems can be complex. Businesses need to ensure seamless integration to avoid duplication of efforts, data inconsistencies, and inefficient processes.

  4. Channel conflict: Channel conflict may arise when different sales channels compete for customers or offer conflicting incentives. Businesses need to carefully manage channel conflict and develop strategies to incentivize cooperation among various sales channels.


In conclusion, the importance of aligning various sales channels in a multichannel sales strategy cannot be overstated. Businesses that embrace this approach can generate higher revenue, address customer expectations, and reach a wider audience. By considering the different sales channels available, implementing best practices for alignment, and addressing the challenges that may arise, businesses can effectively utilize a multichannel sales strategy to optimize their sales and thrive in the competitive market.


[^1]: Polce, M. (n.d.). The importance of a Multichannel Sales Strategy and a Guide to each Sales Channel. LinkedIn. Retrieved from <a href=”“>](
[^2]: Selling Revolution. (n.d.). How to Master Channel Alignment – Wizard of SalesĀ®. Retrieved from <a href=”“>](
[^3]: Deskera. (n.d.). How Can Businesses Create a Balanced Multi-Channel Sales Strategy. Retrieved from <a href=”“>](
[^4]: Avalara. (n.d.). Multichannel commerce benefits and best practices – Avalara. Retrieved from <a href=”“>](
[^5]: LinkedIn. (n.d.). What are the benefits and challenges of integrating different channels? Retrieved from <a href=”“>](

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