STRATEGY FOR MANAGING OFFLINE SALES CHANNELS IN THE DIGITAL ERA FOR THE COURIER INDUSTRY Iwan Gunawan1, Ratih Hurriyati2, Mokh. Adib Sultan3
Universitas Pendidikan Indonesia
Abstract
In the digital era, where online platforms dominate the business landscape, offline sales channels still play a crucial role, including in the courier industry. These sales channels have undergone remodeling with the concept of collaboration, involving partnerships with companies and individuals in the community to enhance service reach and become more agile. In managing offline sales channels, there are challenges in business development and operations, requiring a win-win strategy between operators and channel partners.
This study aims to identify opportunities for improving offline channel conflict resolution and formulate strategies for the development of channel management in offline retail courier businesses as a foundation for formulating channel management strategies in the retail courier business. The primary data used in this research were collected through questionnaires distributed to courier agents, with a sample of 141 respondents representing courier agent managers across Indonesia.
The results of the study, using path analysis, show that Channel Operation System and Channel Intermediary Relations have a positive and significant influence on Channel Performance. The findings from the data analysis can be used as a basis for managing offline courier retail channels.
Keywords: channel management, channel intermediary, operation system
Topic: Marketing Management, Relationship Marketing, Service Marketing
