Physical channels

Physical channels are ways of selling in person, such as shops and face-to-face selling.

Shops and face-to-face selling

A shop lets customers visit, browse and interact with goods first-hand. You can see, feel, try on or experience a product before buying, such as trying a guitar in a music shop. Shops can stock a range of goods, and sales staff can advise and answer questions. A shopfront can also advertise the business to passers-by.

Face-to-face selling happens in shops, and when salespeople visit customers instead of customers going to them. For example, a salesperson might visit a home to demonstrate a sewing machine. It gives advice, demonstrations and reassurance, building trust and a relationship. It is especially important when a product or service needs explanation, demonstration or personal trust.

Location and footfall

Footfall is the number of people who pass by a business's premises or step through its doors. It matters because a shop needs customers to come in. Higher location costs add to expenses and can lower profit unless the site brings in enough extra sales. Large city centre sites are typically the most expensive places to locate a retail store. Premium brands may choose them deliberately for visibility, prestige and high footfall, because a busy, visible site can bring in enough trade to cover the higher costs.

Advantages and disadvantages