Multichannel Retailing PDF

Multichannel q Retailing  Learning Objectives q 1 Understand the nonstore channels offered by retailers. 2 Compare the benefits offered by the four major retail channels: stores,internet, mobile, and catalogs. 3 Analyze the challenges...

Multichannel q Retailing  Learning Objectives q 1 Understand the nonstore channels offered by retailers. 2 Compare the benefits offered by the four major retail channels: stores,internet, mobile, and catalogs. 3 Analyze the challenges facing multichannel retailers. 4 Consider the multichannel shopping experience in the future.  Retail Channel  is the way a retailer sells and delivers merchandise and services to its customers. Store Internet/mobile Catalogs Vending platform Machine  Multichannel retailing  involves using more than one channel to sell and deliver merchandise and services to consumers  Omniretailing  it refers to a coordinated multichannel retail offering that provides a seamless customer experience when using all of the retailer’s shopping channels.  Nonstore retailing Internet Retailing Channels—Electronic Catalog Channel Direct-Response TV and Mobile Retailing Channel Television Home Shopping Direct Selling Automated Retailing Channel (Vending Machines) Channel Benefits Provided by Different Channels Benefits Provided by Different Channels The Internet channels are particularly effective at making personalized recommendations. Comparison of Electronic and Mobile Phone Internet Channels  Large screen which enable  handheld device customers to see the product  can access the retailer’s website clearly and navigate conveniently from any place they are  customer–retailer interactions  can be location-sensitive Challenges Facing Multichannel Retailers  Multichannel Supply Chains and Information Systems  Centralized versus Decentralized Multichannel Retailing  Consistent Brand Image across Channels  Merchandise Assortment  Pricing  Reduction of Channel Migration Challenges Facing Multichannel Retailers Percentage of Multichannel Retailers Offering Cross-Channel Fulfillment Multichannel Shopping In The Future With the help of technology, customers in the future may experience seamless interface across channels  References Levy, M., Weitz, B. A., & Beitelspacher, L. S. (2012). Retailng Management. New York: McGraw Hill Irwin. Levy, M., Weitz, B. A., & Grewal, D. (2014). Retailing Management. New York: McGraw Hill Education. Multichannel q Retailing