Lesson 2 - Multichannel Retailing

Sunday, November 17, 13
T L U
ILI NG L E N N A H C I
RET A
WH
AT IS
AC
HA
NN
EL?
WH
AT IS
the an wa d y an de a r d l e i cu se ve tai sto rvi rs ler me ces me se rs. to rch lls its an dis e
AC
HA
NN
EL?
NON STORE CHANNELS

online, electronic or e-tailing
INTERNET CHANNEL
INTERNET CHANNEL
online, electronic or e-tailing
INTERNET CHANNEL
"Online retail is still less than one percent of total retail in the Philippines" Jack Madrid
CATALOG RETAILING
DIRECT SELLING
o t e c a f s r e m o t s u c e h h t t i t a w r t e c a h t r i e e t , n i n o e i l t p a o c e o l p s t e n l e i sa n e v . k n r o o c w a t n a i r e o c a e f m o h s r e m o cu st
DIRECT SELLING
DIRECT SELLING
b e v i t c intera
e v i s n e ut exp
DIRECT SELLING
TV HOME SHOPPING
TV HOME SHOPPING
s e t a r t s n o m e d t , a e h s t i d m n a a r h g c o r r e p m n t o a i s h i t v r e o l f e t V s r T a e e h d h c r t t o a a e i w c v a s l r r o p e , t n m e e o t h n t s r e d t cu n n I a e e s h i t d a n i a v , h e n o h merc p e l e t y b y l l a u s u e t o m e r
CABLE CHANNEL
INFOMERCIALS
programs, typically 30 to 60 minutes long, that mix entertainment with product demonstrations and then solicit orders placed by telephone
INFOMERCIALS
programs, typically 30 to 60 minutes long, that mix entertainment with product demonstrations and then solicit orders placed by telephone
DIRECT RESPONSE ADS
one- to two-minute advertisements on television and radio that describe products and provide an opportunity for consumers to order them
embracing
internet
embracing
t n a v ad m e d e g a
internet n o i t a r t s n o
embracing
m e d e g a t n e a v d d uca a te a n
internet n o i t a r t s n o
d dr ama
few viewers
ca
few viewers e s i d n a h c r e m e n i m a x e t o nn
few viewers e s i d n a h c r e m e n i m a x e t w o n n a a c it fo rm erch and ise

AUTOMATED RETAILING
AUTOMATED RETAILING
a n i d e r o t s e n r e a h s w e c s i r v e r e m s o r t s o u e c s i o d t n d a e h d s c r n r a e e c p t s m i i d d e r d c n a a e e s n i u h r o h mac s a c t i s o p e d y e h t
AUTOMATED RETAILING
AUTOMATED RETAILING
c i f f a r t h g i h d n a t n e i n e v n co
AUTOMATED RETAILING
AUTOMATED RETAILING
. . . t u b s e g a r e v e b d n a d o o f y l t mos
BENEFITS PER CHANNEL

STORE CHANNEL
c u o T
e e F d n a h
s t c u d o r lP
STORE CHANNEL
STORE CHANNEL
o s r Pe
e c i v r e S nal
STORE CHANNEL
STORE CHANNEL
k s i R
n o i t c u d Re
STORE CHANNEL
STORE CHANNEL
t a i d e m Im
n o i t a c i f i t a r eG
STORE CHANNEL
STORE CHANNEL
t r e t n E
S d n a t n e m n i a
i c o
t c a r e t n I l a
n io
STORE CHANNEL
STORE CHANNEL
g n i s w o Br
STORE CHANNEL
STORE CHANNEL
t n e m y a P h s Ca
STORE CHANNEL
STORE CHANNEL
CATALOG CHANNEL
CATALOG CHANNEL
y t e f Sa
CATALOG CHANNEL
CATALOG CHANNEL
Co
e c n e i n e nv
CATALOG CHANNEL
INTERNET CHANNEL
e f a S
o C d n a ty
e c n e i n nve
INTERNET CHANNEL
INTERNET CHANNEL
D d n a r e d a o Br
s s A r e p ee
s t n e m t or
INTERNET CHANNEL
INTERNET CHANNEL
e m i T d n a e v i s n xte
n o i t a m r o f n ly I
INTERNET CHANNEL
INTERNET CHANNEL
n o i t a z i l a n o s r e P
INTERNET CHANNEL
INTERNET CHANNEL
y t i r u c e S d r a C t i d re
INTERNET CHANNEL
INTERNET CHANNEL
s n o i t a l o i V y c a v i r P
INTERNET CHANNEL
INTERNET CHANNEL
OVERCOMING TOUCH AND FEEL
3D Imag ing
3D Imag ing
zoomin g technol ogy
live cha t
3D Imag ing
live cha t
3D Imag ing
360 view ing
live cha t
3D Imag ing virtual m odels
360 view ing
MULTI CHANNEL RETAILING

WHY GO MULTICHANNEL?
1. Overcomes limitations of existing format
INCREASED ASSORTMENTS
exploiting the benets and overcoming the deciencies of each
LOW COST, CONSISTENT EXECUTION

stores and employees are expensive and inconsistent
LOW COST, CONSISTENT EXECUTION

stores and employees are expensive and inconsistent
CURRENT INFORMATION
catalogs once printed is costly to reprint
2. Increasing Customer Satisfaction and Loyalty
multichannel shoppers - check online, buy at store
2. Increasing Customer Satisfaction and Loyalty
multichannel shoppers - check online, buy at store
3. Gaining Insights to Consumer Shopping Behavior

electronic channel collects valuable info - cookies
4. Expanding Market Presence
reach other geographic areas
4. Expanding Market Presence
reach other geographic areas
5. Building Strategic Advantage

two heads are better than one
SOME ISSUES AND CHALLENGES

T S CO
M R E T N I IS
N O I T A I ED
M R E T N I IS
o t y l t c e r i d s l l e s r e r u t c s a r f e u l i n a a t e m r a g n n i e s s a wh p y b , s r e m consu
N O I T A I ED
M R E T N I IS
N O I T A I ED
w o n s r e r u t c a f u n a M e n i l n o p sho
p u t e s n a c
M R E T N I IS
N O I T A I ED
w o n s r e r u t c a f u n a M e n i l n o p f o sho y a r r a r e d a o r b r e f f o s r e l i a Ret s t c u prod

p u t e s n a c
M A E S
X E S S E L
E C N E I R PE
M A E S
X E S S E L
E C N E I R PE
Y G R E SYN
M-
E C R E M COM
M-
E C R E M COM
h t e s a h purc
e l i b o m h g u o r
M-
E C R E M COM
h t e s a h purc
e l i b o m h g u o r
t o n e g a t n a v d a e k a t s r e e l s i a a t h c e r r u p h g u o r h t ju s t
ORGANIZING MULTICHANNEL
BRAND IMA GE
s i s n co
BRAND IMA GE s l e n n a h c s s o r c a t n te
BRAND IMA GE s l e n n a h c s s o r c a t n e t s i p s n r o esti c ge, env con iron scio men us t

MERCHAND ISE ASSORTM E
NT

e m t r o s s a t n e r die
NT
l e n n a h c r e p nt

e m t r o s s a t n e r die
NT
l e n n a h c r e p nt
touch & see vs. look & s e

PRICING
PRICING
c l l a n o t n e t s i cons . . . t u b s l e n n ha
PRICING
c l l a n o t n e t s i cons . . . t u b s l e n n ha
regional pricing - local m

arket
REDUCTION IN CHANNEL MIGRATION

e r o t s n i y u b n e h t e n i l n o e s w o br

e r o t s n i y u b n e h t e n i l n o e s w o br
channel migration - col lect info then buy from competi tion

channel migration - col lect info then buy from competi tion
to avoid - provide uniqu e info, private lave channel migration - col lect info then buy from competi tion

Lesson 2 - Multichannel Retailing

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Lesson 2 - Multichannel Retailing

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Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

NON STORE CHANNELS

online, electronic or e-tailing

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

DIRECT RESPONSE ADS

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

few viewers e s i d n a h c r e m e n i m a x e t w o n n a a c it fo rm erch and ise

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

BENEFITS PER CHANNEL

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

Sunday, November 17, 13

OVERCOMING TOUCH AND FEEL

OVERCOMING TOUCH AND FEEL

Sunday, November 17, 13

OVERCOMING TOUCH AND FEEL

zoomin g technol ogy

Sunday, November 17, 13

OVERCOMING TOUCH AND FEEL

zoomin g technol ogy

Sunday, November 17, 13

OVERCOMING TOUCH AND FEEL

360 view ing

zoomin g technol ogy

Sunday, November 17, 13