Chap003

The Multi-Channel Retailer ,[object Object],3- Retailer Digital Vision / Getty Images Steve Cole/Getty Images The McGraw-Hill Companies, Inc./Andrew Resek, photographer

3- More Reasons for Becoming a Multi-Channel Retailer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dollars spent at different channels: Average annual dollars spent by J.C. Penny ’ s customers 3-

Benefits Provided by Different Channels 3-

Unique Benefits Provided by Store Channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3- Royalty-Free/CORBIS (c) Brand X Pictures/PunchStock

Benefits Provided by Catalog Channel ,[object Object],[object Object],[object Object],3- Hoby Finn/Getty Images

[object Object],[object Object],[object Object],[object Object],[object Object],3- What ’s the Big Deal About Shopping on the Internet ?

[object Object],3- What ’s the Big Deal About Shopping on the Internet ?

Virtual Communities 3- People who seek information, products and services communicate with each other regarding specific issues Social shoppers : seek not just information but also an enhanced emotional connection to others participants in the shopping experience Royalty-Free/CORBIS

Virtual Communities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3-

What People Buy Over the Internet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3-

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3- What Merchandise Will Be Sold Successfully Through Electronic Channel?

[object Object],[object Object],3- The McGraw-Hill Companies, Inc./Jill Braaten, photographer How Can the Electronic Channel Overcome Limitations?

How Can the Electronic Channel Overcome Limitations? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3- Technology increases conversion rates

My Virtual Model: Try It On ,[object Object],3-

How Can the Electronic Channel Overcome Limitations? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3- Janis Christie/Getty Images The Electronic Channel Provides Superior Benefits for

How Can the Electronic Channel Overcome Limitations? ,[object Object],[object Object],[object Object],3-

Perceived Risks of Electronic Shopping ,[object Object],[object Object],3- Don Farrall/Getty Images

Evolution Toward Multichannel Retailing ,[object Object],[object Object],[object Object],[object Object],[object Object],3-

Capabilities for Multi-Channel Retailing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3-

Capabilities for Multi-Channel Retailing 3-

Why Did Internet Retail Entrepreneurs Fail? ,[object Object],[object Object],3-

Why did Electronic-only Retailers Fail? ,[object Object],[object Object],[object Object],[object Object],3- Digital Vision/Getty Images They had skills in web design They had skills in systems to manage transactions

Catalog Retailers can Add Electronic Channel Easily ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3- Steve Cole/Getty Images

Why are store-based retailers evolving into multi-channel retailers? ,[object Object],[object Object],[object Object],[object Object],3-

Impact of Internet Shopping on Store Sales 3-

Ecommerce Myths ,[object Object],[object Object],[object Object],[object Object],3-

Which Channel Is the Most Profitable? Cost Drivers in Stores and Electronic Retailers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3- Stores Electronic Retailers Few e-tailers are profitable

Will Manufacturers Bypass Retailers and Sell Directly to Consumers? ,[object Object],[object Object],[object Object],[object Object],3- Widespread Disintermediation Unlikely

Issues in Multi-Channel Retailing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3-

3- Customer Web & Email • 24x7 • Visual Call Center • Convenient • Immediate Kiosks • Visual • Convenient Handheld Devices • Immediate • 24x7 Brick & Mortar • Touch/Feel • Experience driven Consumers buy what they want, when they want, wherever they want

Channels Offer Complementary Benefits 3- Stores Internet Catalog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Illustration of Multi-Channel Integration 3- Source: Progressive Grocer , 01 Feb 00; Grocery Headquarters , 01 Feb 00. ,[object Object],[object Object],[object Object],[object Object]

Opportunities to Enhance Multi-Channel Experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3-

Shopping Experience: Personalization Potential 3-

Integration – Key to Multi-Channel Retailing 3- Shopping Experience

Chap003

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Chap003

Editor's Notes