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RM 3

This document discusses multichannel retailing. It defines multichannel retailing as involving using more than one channel like stores, internet, mobile apps, and catalogs to sell merchandise. It compares the benefits of different channels and analyzes challenges for multichannel retailers like managing complex supply chains and ensuring consistent branding across platforms. Finally, it suggests that technology may help create seamless customer experiences across retail channels in the future.

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JENNYLYN LAZARO
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10 views14 pages

RM 3

This document discusses multichannel retailing. It defines multichannel retailing as involving using more than one channel like stores, internet, mobile apps, and catalogs to sell merchandise. It compares the benefits of different channels and analyzes challenges for multichannel retailers like managing complex supply chains and ensuring consistent branding across platforms. Finally, it suggests that technology may help create seamless customer experiences across retail channels in the future.

Uploaded by

JENNYLYN LAZARO
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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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 medium

➢ 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
Convenience/ease of use (39 percent), additional features (21 percent), and ➢ can be location-sensitive
navigation (10 percent) are the primary reasons mobile owners prefer going to a
retailer’s website rather than using an app when shopping
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

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