revenue management through channels involves strategically driving revenue through different distribution channels. different channels may represent customers with different price sensitivities. for example, customers who shop online are usually more price sensitive than customers who shop in a physical store. different channels often have different costs and margins associated with those channels. when faced with multiple channels to retailers and distributors, revenue management techniques can calculate appropriate levels of discounts for companies to offer distributors through opaque channels to push more products without losing integrity with respect to public perception of quality.