î
î
î
pp
hapter 3
Multi-hannel
Multi-
Retailing
R
pp
R
!"#
R
$
%&$
$
'%
The Multi-hannel Retailer
pp
! "#
$%&'(
$)
$
$*
+,"-
$ .
$#'
pp
why are Retailers Using Multiple hannels
to Interact with ustomers?
pp
Unique Benefits Provided by Store hannel
[
[
[
[
[
[
pp
Benefits Provided by atalog hannel
pp
Unique Benefits Provided by Internet
hannel
[
[
[
[
[
[
pp
pp
Illustration - Radha- Part 1
pp
Illustration ± Radha - Part 2
pp
Illustration - Radha Jamison - Part 3
/0: How would you like to pay for this? (menu appears)
: American Express
/0: Nieman Marcus [the firm selling the dress Radha selected]
suggests a Xie scarf and Koslow belt to compliment the
dress.
[Radha clicks on the items and they appear on the screen. Radha
inspects these items as she inspected the dresses. She decides to
purchase both accessories. SOHA then asks Radha about delivery.
Radha selects two day delivery at a cost of $5.00]
/0: Just a reminder. You have not purchased hosiery in 30
days. Do you wish to reorder at this time?
: Yes
/0: Same shades?
: Yes
pp
why Do People Patronize a Retailer?
Merchandise Assortments
Service
onvenience
Information to make good selections
Price - Total cost to customer
Go to store, find right merchandise, return
merchandise
Entertainment
Social interaction
pp
Benefits of Electronic hannel
*
0
- * #
-
pp
Virtual ommunities
pp
Value Proposition for Members
Access to competing
vendors and publishers
pp
who Is Best Suited to Organize
a Virtual ommunity?
oncerned onsumers
Suppliers
Retailers
pp
what Merchandise will Be Sold
Successfully Over the Internet
³Look and See´ attributes vs. ³Touch and Feel´
attributes (?)
Degree to which information can be used to
predict satisfaction prior to purchase
Gifts
Services
Might not need to ³Touch and Feel´
-
pp
pp
Issues onfronting a Multi-hannel Retailer
pp
! 1 2 -
!
4
*
ustomers +,"-
pp
Integration ± Key to Multi-hannel Retailing
5
#'
Needs and
consistent service preferences
regardless One to One
of channel Marketing
r
Shopping
Ordering Advice
Returns ustomer
Refunds Service
-, #
pp
*
-
*
â onsumer does not find
desired item in the store.
â onsumer goes to
atalog to search
for product
â atalog links to
chain¶s web-site
allowing consumers
to find and
purchase item
â onsumer places
order online for
home delivery or
store pick-up at a
Source: p , 01 Feb 00;
, 01 Feb 00.
later time
pp