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CHAPTER 8 : MULTI-CHANNEL SUCCESS AND THE FUTURE OF E-RETAILING - Coggle…
CHAPTER 8 : MULTI-CHANNEL SUCCESS AND THE FUTURE OF E-RETAILING
Introduction to Retailing
The use of a variety of channel in a customer's shopping experience including research before a purchase
Retailers that sell merchandise or services through more than one channel
Can influence the unique benefits provided by each to attract and satisfy more customers
The important of Multi-channel
Need recognition
Information search
Information Evaluation
Purchase decision
Post-purchase Behavior
Types of Retailers
store
browsing
touching and feeling
personal service
cash and credit payment
catalogs
convenience
information
safety
internet
broad selection
To help customers make better purchase decision
detailed problem solving information
The vast number of alternative available to consumers
personalization
Offering live, online chat - opportunity
Future Trend
Electronic kiosk
Electronic Payment
Audio visual shopping trolley
Challenges
Lack of skills to succeed in internet retailing
Lack of trust in internet retailing
Locale limitations
Benefits Of Multi-channel
Increase share of wallet
Overcome limitations of existing format
Expand market
Provide service more cost-efficiently
Leverage existing assets