ABSTRACT
A marketing mix consists of product, price, promotion, and place. A good distribution function helps in streamlining the place component along with providing time and possession utility of the product. Usually, this happens through a number of traditional intermediary channels or direct to consumer using new age technologies like e-commerce. With the advancement of the Internet of Things (IoT) and the associated digitization of physical products, products now have contextual and location information. These provide data to facilitate coordination and movement of goods through complex distribution channels. Channels are required since it may not be possible or economically feasible to reach every consumer. Channels facilitate smooth flow and bring specialization to the movement of materials. This chapter explores how the use of the IoT technology can bring value and advantages to all types of channels involved in a business transaction, such as sales channels, delivery channels, and service channels.
