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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
Multichannel is the use of variety of channel in a customer's shopping experience including research before a purchase
The experience of a customer who shops using different channel made available by a company, such as brick-and-mortar stores, catalogs, website, mobile application, TV commercials, and call centres
Retailers that sell merchandise or service through more than one channel
Retailer can influence the unique benefits provide by each to attract and satisfy more customers.
Future Trend
Electronic Kiosk
Electronic kiosk is a computer terminal featuring specialized hardware and software designed within a public exhibit that provides access to information and application for communication,commerce entertainment and so on
Electronic Payment
Electronic payment (E-payment) is any digital financial payment transaction involving currency transfer between two or more parties
Its are far cheaper than the traditional method of mailing out paper invoice and then processing payment received
Audio visual shopping Trolley
The Audio Visual Shopping Trolley will be one of the future trend which assist and support shoppers as they negotiate a bricks store
Benefits
Unique Benefits provided by store channel
Browsing
Touching and feeling
Personal service
Cash and credit payment
Entertainment and social interaction
Immediate gratification
Risk Reduction
Benefit Provided by Catalog Channel
Convience
Information
Safe
Challenges
Lack of skills to succeed in Internet Retailing
Lack of trust in Internet retailing
Locale Limitations
High start up of one cost
Consumer buying decision process in multichannel
Need Recognition
Information Search
Purchase Decision
Post-purchase Behaviour
Key to multi-channel Retailing
Know Thy Customer
Provide Support
Make it Easy
Create Seamless experience