Abstract
An examination of the use of multiple distribution channels in the marketing of financial products in the UK is conducted. A cluster analysis of 153 new financial products shows that 85 per cent of the products belong in one of three multi-channel distribution channels: a ‘Balanced’ strategy draws on all the distribution routes; ‘Network’ strategies utilise a network of outlets; ‘Arm's Length’ strategies employ those channels such as direct mail, direct response advertising or intermediaries that do not involve direct contact between company staff and customers. Finally, an association between the use of multiple channels, especially if they are used intensively, and success is demonstrated. Success is estimated both on a single overall scale but also on a number of sub-dimensions.
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