Optimizing channels for reaching your target market: Ensuring products are accessible, and appealing at the point of sale

Oscar Villamora Jr. of Universal Robina Corporation shares essential strategies for brand marketers on optimizing sales channels. He outlines four critical steps, emphasizing the importance of understanding channel availability, customer types, demand drivers, and profitability models. Villamora highlights how shopper psychology varies across channels and advises tailoring brand propositions for maximum impact and ROI.