What is Dual Distribution in Retail? Explained

Dual distribution in retail involves a strategy where a manufacturer or producer expands its product reach by utilizing two or more distinct distribution channels. This approach allows products to be available through multiple avenues simultaneously. For instance, a company may distribute its products through both traditional brick-and-mortar stores and online platforms. While this strategy broadens market access, effective management is crucial to prevent conflicts between channels and maintain a cohesive brand image. Successfully employing dual distribution enhances a brand's market presence and accommodates diverse consumer preferences through multiple distribution avenues.