Organizations today are navigating a fundamental shift in how customers buy. Consumers seamlessly move across physical stores, e-commerce platforms, and digital touchpoints, making traditional route-to-market (RTM) models increasingly fragmented and inefficient. At the same time, the rise of direct-to-consumer models, quick commerce, and platform-based selling is creating new opportunities as well as channel conflicts. Many organizations struggle to balance legacy distribution systems with emerging channels while maintaining profitability and customer experience. This program is designed to help managers rethink and redesign their route-to-market strategies for an omnichannel world. It combines conceptual clarity with practical frameworks to enable better decision-making in managing distribution complexity and driving growth.
The program will cover:
Foundations of route-to-market strategy for retail and B2B markets
Evolution of retail channels and implications for channel design
Multi-channel and omnichannel distribution strategies
Managing channel conflict and coordination mechanisms
Role of data and analytics in channel decision-making
Designing RTM organizations for business performance
Performance
Same topic, Similar duration - Broader exploration across all institutes
Speak with an Advisor
Prashansa Uttam
Programme Advisor
Executive Education Office
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