The retail channel definition is the first part of the large-scale sales process that is often overlooked or taken for granted. The definition actually defines the retail industry as the transaction of products and services for a retail price. In some sense, this transaction does not encompass the distribution channel, but it certainly includes it in some way. That means both the consumer and the retailer have to be on equal terms in order for the retail industry to be defined as a valuable entity by both the consumer and the company selling the product.

Simplified Sales Process

This is the reason why many marketing companies approach the retail channel with a simplified sales process. Instead of spending time and money defining the various elements of distribution, the marketing group focuses on factors such as brand name, price, and promotions in order to sell a certain line of products. Marketing teams may even use social media marketing campaigns, and boost them using JayNike.These are the “triggers” of the sales process, and they can be simplified to a large degree by using a single brand name. While this may be fine for mass marketing applications, it may not be ideal for many retail department stores.

An Identity Provider Solution

An identity provider solution refers to a set of strategies and techniques used to establish the unique selling proposition (USP) of a product line. In essence, an identity provider solution encompasses a collection of different strategies, tactics, and programs that provide a unique point of differentiation between products within a distribution channel.

Omnichannel Retail

Another important element to the retail channel definition is the idea of the omnichannel retail environment. Omnichannel describes a situation in which there are multiple sales channels available to the consumer. A common example of an omnichannel environment is supermarkets that feature both an internet presence and an in-store presence. In the past, this was seen as something of a marketing advantage, but as more marketers discover the benefits of having both an internet presence and an in-store presence, the definition of omnichannel has become more flexible.

Understanding The Logic

The business logic behind the retail channel definition is a closely held secret that only a select few marketers are privy to. This includes the actual physical actions taken on the back end of sales activities. It includes such things as stocking inventory, taking inventory of items ordered by a customer, filling orders, receiving payments, and a variety of other business operations that change depending upon the sales cycle and customer base. This is the part of the sales process that is often referred to by analysts as business logic.


As previously mentioned, the retail channel definition includes concepts of a branding license. This term refers to the manufacturer’s or agent’s attachment to a specific brand name or trademark. Brand licensing is commonly defined as paying an organization, entity, or individual to use a specific mark for a period of time in an effort to build a licensing portfolio. A key component of this type of licensing agreement is the ability to alter or modify the product or service associated with the license in some way. A significant advantage to this type of licensing is that it provides a company with a mechanism to effectively deal with changing consumer tastes and preferences.

The second component of the retail definition is omnichannel. Omnichannel is a broader term that encompasses a full range of retail sales channels. Omnichannel provides a solution to marketers by leveraging the strength of multiple channels at the same time. This approach can provide a company with a significant competitive advantage because a company is not forced to change its traditional methods of selling in response to changing consumer preferences. Companies that choose to leverage omnichannel will typically be looking to extend their sales methodology and include digital sales, mobile phone sales, e-commerce, video sales, and more.

The third component of the retail supply chain network definition is channel depth. In the previous definition, a retailer could have a single sales channel and multiple distribution channels. The current definition encompasses a much larger range of distribution channels and more retailers than ever before. By utilizing the strengths of each channel and combining them, a company can become even more successful and generate substantial profit. This approach can allow a company to develop a comprehensive and flexible vertical in the marketplace.