Chapter 8:Multi-channel Success and The Future of E-Retailing
Introduction
Multi-channel is the use of a variety of channel in a customer's shopping experience including research before a purchase
Retailer that sell merchandise or services through more than one channel
Types of multi-channel
Store
Touching & feeling
Catalog channel
Cash & credit payment
Risk reduction
Convenience
Information
Safety
Internet channel
Broad selection
Detailed problem solving information
Personalization
Consumer buying decision process
Need recognition
Information search
Information evaluation
Purchase decision
Post-purchase behavior
Challengs
Lack of skills to succeed in Internet Retailing
Lack of thrust in internet retailing
Locale limitations
High start up of overhead cost
Why are store-based retailers involving into multi-channel retailers?
Creates immediate possession utility
Can attract more customers and satisfy existing customers better
The growth of sales in stores is declining
Future trend
Electronic payment
Audio visual shopping trolley
Electronic kiosk
A computer terminal featuring specialized hardware and software designed within a public exhibit that provides access to information and applications for communication and so on
Any digital financial payment transaction involving currency transfer between two or more parties
One of the future trend which assist and support shoppers as they negotiate a bricks store