Retail Distribution Strategies
The development of a retail distribution strategy involves the type, number, and location of fulfillment partners.
For example, Coke seeks to be ubiquitous ("always within an arm's length") with very broad distribution across markets via numerous outlets of many different types (e.g. grocery and convenience stores, restaurants, vending machines)
At the other end of the continuum, some companies choose to distribute their products through relatively few, geographically clustered specialty stores (e.g. innovative, tech-based entertainment products distributed through electronics stores like Best Buy or Circuit City).
A retail distribution strategy is primarily driven by three inter-related objectives:
1. Broadening market coverage
2. Enlisting product support (from retailers)
3. Containing channel conflict (among retailers, and across channels).