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The Reality of the Ever-evolving Distribution Channel through across all Industry

In today’s Business world, we can notice that many industries, not to say all industries, have experienced such a significant and unexpected shift in their distribution channels. Why is that? Well, the Kovid-19 pandemic has played a significant role in the evolution and transformation of current channels, as well as the addition of countless new channels. Indeed, during the lockdown, people used to spend their time online shopping or looking for information about specific products/services from various brands. Therefore, most economic activities moved online. According to McKinsey, “in many markets, the surge in e-commerce has compressed the equivalent of several years of growth into just a few months”. As a result, many companies saw a great opportunity to increasingly go viral and enhance their distribution channels in order to better satisfy customers’ needs, wants, and expectations. To illustrate, I am going to talk about how the distribution channels have changed in my own company which falls into the eyewear industry. I’ll conclude this post by summarizing my thoughts about the evolution of distribution channels.

The ever-evolving distribution channels for CCO: Creation Concept Optical

My company is named CCO, which stands for Creation Concept Optical. We create and design solar and optical frames. Our main business is B2B. We sell to retailers that sell to the final consumer. The distribution channels have evolved over time, but this process has accelerated since the end of the global pandemic in 2020. As the historian Steven Devis once put it in his book: “What it does not do is introduce something truly novel; rather, it accelerates and magnifies trends and processes that were already on their way.” It means that distribution would have evolved and changed anyway, but the pandemic made this process much quicker.

Going back to my company, like I mentioned earlier, our main customers are retailers. However, during the pandemic, we realized that people were increasingly looking for products and services online and that they were interested in discovering new brands. Thus, we realized we could reach out to customers online by proposing our products by creating solid and unique photos/video content on social media platforms such as Instagram and Facebook. We realized that we could expand our business and reach out to B2C customers to increase our brand awareness and generate a higher conversion rate.

Furthermore, since we knew we wanted to increase our distribution channels, we redesigned our website,, in order to make it more appealing to our target audience. We also created an E-shop so customers can order their frames directly online.

Additionally, a few years ago, we advertised our products through professional eyewear magazines. Promoting our frames through the professional press is less frequent as years pass. Instead, we send newsletters about our current or upcoming products. Although most of our customers remain B2B, the change of distribution channels has allowed us to expand towards B2C and reach a new target audience.

From my own standpoint, not merely my industry but all industries had to face this new reality and adapt/increase their distribution channels. Although our business world is ever-evolving and increasingly digital, traditional distribution channels still remain significant, and some people still embrace them. For instance, customers enjoy looking for product information online, but in regard to product evaluation and acquisition, some people prefer to go to the physical store and try them out over there. Thus, there should be a combination of online and offline channels. In fact, channels are complements, not substitutes, since customers tap many sources of information through and across distribution channels.

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