Creating as much channel conflict as possible so as to quickly learn whether all customer-related transactions should be conducted at the company’s website or whether the company needs to continue selling through traditional wholesalers, distributors, and retailers
Employing a brick-and-click strategy to sell direct to consumers at the company’s website while at the same time utilizing traditional wholesalers/distributors and retail outlets to access customers
Using sales at the company’s website as the exclusive channel for making sales to customers
Using online sales at the company’s website as a relatively minor distribution channel for achieving incremental sales
Operating a website that provides existing and potential customers with extensive product information but that relies on click-throughs to distribution channel partners to handle orders and sales transactions
