Final answer:
Old Navy employs a Dual Distribution marketing channel structure by selling products both online and in retail stores, offering flexibility to customers and expanding its market reach.
Step-by-step explanation:
When Old Navy allows customers to purchase the same product online or in its retail store, it is utilizing a Dual Distribution marketing channel structure. This means that the company employs multiple channels to sell its products to the end-user. Dual Distribution can occur when a company decides to sell its products through its own stores (direct retail) and also through other outlets such as online platforms, which might involve distributors or not, depending on the company's online selling strategy.This approach enables Old Navy to expand its market reach and offer customers a flexible shopping experience. By not relying on a single distribution method, Old Navy can cater to the preferences of different customer segments, some of whom may prefer shopping online for convenience, while others might favor the in-store experience where they can try on clothing before purchasing.In conclusion, Old Navy's practice of allowing customers to purchase products both online and in-store is a strategic marketing decision that falls under the umbrella of Dual Distribution, optimizing their market presence and catering to varying customer preferences.