Multichannel distribution involves selling products through several channels, like physical retail stores, online websites, mobile apps, and third-party online marketplaces like Amazon or eBay.

It offers customers the benefit of choice and convenience, allowing them to engage with a brand or purchase products through their preferred channel.

For instance, a customer might find a product on a company's social media page, research it further on their website, and then purchase it in-store.

This flexibility enhances the customer experience and can lead to increased brand loyalty.

For marketers, it helps to have a broader reach, comprehend diverse market segments, adapt to market dynamics, and keep up with consumer trends.

For instance, Nike's multichannel distribution structure allows it to sell its products through multiple channels, enhancing brand visibility and customer experience.

Conversely, this approach also poses challenges, such as inventory management complexities and the need to maintain brand consistency across multiple channels.

Furthermore, managing different channels can be complex and costly, requiring different strategies and resources.