Selling through stores, online, and via marketplaces opens more doors to the customer, but it also creates friction behind the scenes when each channel has its own goals, pricing, and claim on inventory. Left unresolved, those tensions surface as confusing offers, missed sales, and a brand experience that feels inconsistent depending on where the customer shops. Our panelists will discuss how to balance pricing consistency with channel-specific offers, keep channels from competing for the same inventory, define who decides when a promotion is channel-led or brand-led, and share the channel conflict stories that changed how their organizations operate. 

• Pricing consistency vs. channel-specific offers without confusing the customer 
• Managing inventory so stores, ecommerce, and marketplaces aren't fighting over the same units 
• Governance models for who decides when a promotion or experience is "channel-led" vs. "brand-led" 
• Lessons learned from channel conflict horror stories and what they changed internally to prevent repeats