The Distribution Strategy outlines the Channels you will use (and how you will use them) to optimise the opportunity your product or service represents. The work put into developing the Strategy as well as the outcome will focus your efforts on the customer (existing or potential) with the most promising outlook.
Your company needs to understand the relevant customer segments and how they will relate to each specific Sales channel. This will then ensure excellent service across the channels and minimum channel conflict. The variety of channel options may change over time particularly as Social Media and Digital channels grow and the Business must be ready for this.
It is important that the customer should have an enjoyable and efficient experience regardless of which Channel they choose to engage with you.