17 August 2026
In marketing, distribution refers to arranging how products or services reach a wider geographic market through channels such as distributors, wholesalers, retailers, and online sales.
Omni-channel distribution uses multiple channels to reach customers.
Apple is a classic example. It sells directly through its own Apple Stores (roughly 37% of all sales in Australia) and also uses indirect channels, including electronics retailers such as Harvey Norman and JB Hi-Fi, and telecommunications providers such as Telstra and Optus, often bundled with phone plans.
The difference between Multi-channel distribution and Omni-channel distribution
As with most business terminologies, multi-channel and omni-channel distribution are often used loosely and interchangeably
Omni-channel distribution goes further than muli-channel distribution by unifying the buying experience through distribution agreements and IT systems, so all outlets operate as part of one connected system regardless of channel. Ordering, Inventory, Fulfillment, and Service are integrated across all channels.
For example, a product purchased through any outlet in an omni-channel structure can be serviced or returned through another outlet, without the customer being told to return it to the original store.
Further, if one store doesn't have the specific product in stock, the shop assistant can view product inventory and locate a store that does have that product in stock and advise the customer the nearest alternative.
Examples of omni-channel distribution
- Woolworths: is one of the clearest consumer examples because the app, website, supermarkets, customer account and fulfilment options operate as a connected shopping system.
- Super Retail Group is a good strategy example because it explicitly describes itself as operating an omni-retail model across several brands.
- Officeworks is a strong hybrid consumer-and-business example.
- Reece is one of the clearest Australian B2B omni-channel distribution examples.
- Bunnings demonstrates how the model can serve ordinary consumers and account-based trade customers at the same time.
The above examples all operate both online stores and physical "bricks and mortar" stores. Typically integrated with physical store locations offering both geo-locating of available stock ("enter your postcode to find your nearest store") and online order fulfillment - either through home delivery or so-called "click and collect."
