Chapter 8 : Multi-channel Success and The Future of E-Retailing
Type of multi-channel
- Stores
- Catalogs
- Internet
Unique Benefits Provided by Store Channel
- Browsing
- Touching & feeling
- Personal service
- Cash & credit payment
- Entertainment & social interaction
- Immediate gratification
- Risk Reduction
Consumer buying decision process in multi-channel
- Need Recognition
- Information Search
- Information evaluation
- Purchase decision
- Post-purchase behavior
Key to Multi-Channel Retailing
- Create a Seamless Experience
-synchronized & consistent service regardless of channel
- Know the customer - Needs & preferences
- Provide support - call center, shopping advice,customer service
- Make it easy -ordering, returns, refunds
Challenges
- lack of skills to succeed in internet retailing
- lack of trust in internet retailing
- locale limitations
- high start up of overhead cost
The Multi-channel retailer - A retailer that sells merchandise or service through more than one channel. By using a combination of channels, retailers can exploit the unique benefits provided by each channel
Future Trend
- Electronic Kiosk - An interactive electronic would be one of the future trend in the retailing.
- Electronic Payment -is any digital financial payment transaction involving currency transfer between two or more parties.
- Audio visual shopping trolley
-will be one of the future trend which assist & support shoppers as they negotiate a bricks store.
-the function of this with shopper. It provide the information & really reliability &conveniences
Benefits provided by internet channel
Broad Selection - The vast number of alternatives available to consumers.
Detailed problem solving information - to help customers make better purchase decision
Personalization- offering live, online chat-opportunity - access to more retailers &deeper merchandise