Majority of consumers buy from multi-brand channels, while direct-to-consumer retailers lose important consumer touchpoints
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Roland Berger surveyed over 1,800 consumers in the major markets of Germany, the United States and Japan about their shopping behavior
84% prefer to buy from offline and online multi-brand channels and 35% from direct-to-consumer channels; the path to purchase often leads through several channels
Retailers should align their distribution strategy with their customers' expectatio
