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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
Multi-Channels
Multi-channel is the use of a channel in a customer's shopping experience including research before a purchase
Retailers can influence the unique benefits provided by each to attract and satisfy more customers
A retailer that sell merchandise or services through more than one channel
Key to Multi-Channel Retailing
Know the customer
Create a seamless experience
Make it easy
Provide support
Types of Multi-Channel
Catalogs
Information
Safety
Convenience
Internet
Detailed problem solving information
Personalization
Broad selection
Stores
Cash and credit payment
Entertainment and social interaction
Personal care
Immediate gratification
Touching and feeling
Risk reduction
Browsing
Buying Decision Process
Information evaluation
Purchase decision
Information search
Post-purchase behaviour
Need recognition
Challenges
Locate limitations
Lack of trust in internet retailing
High start up of cost
Lack of kills to succeed in internet retailing
Future Trend
Electronic payment
Audio visual shopping trolley
Electronic kiosk