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Shaukat Adam Khalid
  • Total posts: 1,528

i business as in life, the majority are always wrong.

B&M is just a channel and if you are selling low priced commodities to the mass market instead of high margin niche goods with a point of differentiation, your business will suffer offline and online unless you have deep pockets like wal mart and even they are struggling.

just forget about the channel and think about where your customers go to. if they go online, don’t assume they will all buy online so consider online to offline marketing and vice versa.

the main point is to understand your target market intimately and once you do that, it won’t matter where your channel is because they will come to you because you will position yourself as the only viable option.

those who struggle are consistent in prioritising media over market and the message to engage that market effectively.