MKT 3210 Ch. 3 Multichannel and Omnichannel Retailing
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Multichannel and
Omnichannel Retailing
MKT 3210
Retailing Management
Evolution of Retail Channels
1) Single-channel retailing
2) Multichannel retailing
• Store || catalog || online
3) Cross-channel retailing
• Store + online + catalog
4) Omnichannel retailing
– A coordinated multichannel retail offering that
provide a seamless and synchronized customer
experience, using all of the retailer’s shopping
channels
– Includes the social media channel social
retailing through Facebook, Instagram, Pinterest,
and Twitter
MKT 3210 Ch. 3 Multichannel and Omnichannel Retailing
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Benefits of In-Store Retailing
• Touch and smell of products
– Perhaps the greatest benefit offered by
stores
• Personal service from salespeople
• Purchase risk reduction
• Immediate gratification
• Entertainment and social experience
• Cash payment
Benefits of Internet Retailing
• Deeper and broader selection
• More information for evaluating merchandise
• More data and information about individual
customers
• Ability to personalize merchandise offerings
• Data and information to improve shopping
experience across channels
• Expanded market presence
Challenges: data security (hacking), privacy
concerns (amount of data collected)
MKT 3210 Ch. 3 Multichannel and Omnichannel Retailing
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Mobile Retailing
• Transactions on smartphones and tablets
• Great portability easy access to retail sites
anytime, anywhere
• Location-sensitivity
– Location data from mobile devices, location-based
promotions
• Small screens
– More efforts by consumers on mobile sites
– Mobile sites and apps tailored to OS and devices
– Mobile apps offer more streamlined user
experience (UX).
Challenges in Omnichannel Retailing
• Coordinating different supply chains
• Managing data flow across channels
• Consistent brand image across channels
• Merchandise assortment
– Typically, different assortments in different channels
– Key: choosing the right assortment level for each channel
• Pricing
– Customers expect same prices across channels.
– In some case, retailers need to adjust prices due to
competition in different channels.
• Reduction of channel migration
– Showrooming and webrooming
Retailers have yet to provide seamless omnichannel
customer experience.
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