Documente Academic
Documente Profesional
Documente Cultură
Multi-Channel Retailing
McGraw-Hill/Irwin
Retailing Management,
6/e
Introduction to Retailing
Types of Retailers
Multi-Channel Retailing
Customer Buying
Behavior
3-2
Retailer
3-3
3-4
3-5
3-6
Browsing
Touch and feel products
Personal service
Cash payment
Immediate gratification
Entertainment and social
interaction
Risk Reduction
Royalty-Free/CORBIS
3-7
3-8
3-9
Virtual Communities
People who seek information, products and
services communicate with each other regarding
specific issues
Royalty-Free/CORBIS
310
Virtual Communities
Virtual community is a network of
members sharing common interests that
interact with each other electronically.
Examples:
IVillage - Women
Garden.Com - Gardeners
Flypaper.com talks about fashion
Cafeutne.org social issues
311
Personalization Potential
Of Electronic Channel
312
Customization Benefits
Offered By Electronic Channel
Information Tailored to Individual
Consumers to Help Them Make
Quicker and Better Purchase
Decisions
Fred is a Super Retail Salesperson
Customized Information -- Side By Side
Comparisons, Full Motion Video
313
314
Electronic Retailers
Building,Refreshing Web
Site
Attracting Customers to
Web Site
Picking, Packing, Mailing
Small Orders to Home
Restocking Returned
Merchandise
315
Empirical Evidence
Substantial Price Dispersion
Lower Search Costs for Quality Information=>
Less Price Sensitivity
Lower Search Costs Lead to Better Decisions
316
317
Types of Attributes
318
319
320
321
security
322
323
324
Complementary Merchandise
One stop shopping
Lower shipping costs
Availability of Customer Information
Tailored presentations - personalization
325
326
Website Systems
Retailing Skills
Fulfillment
Brand Reputation
Assortments
Customer Data
E Only
Catalog
Store-Based Manufacturers
Excellent
Poor
Poor
Poor
Good
Poor
Poor
Good/Excel
Excellent
Good/Excel
Good/Excel
Excellent
Poor
Excellent
Poor
Excellent
Excellent
Good/Excel
Poor
Poor
Poor
Good/Excel
Poor
Poor
327
328
Website Systems
Retailing Skills
Fulfillment
Brand Reputation
Assortments
Customer Data
E Only
Catalog
Store-Based Manufacturers
Excellent
Poor
Poor
Poor
Good
Poor
Poor
Good/Excel
Excellent
Good/Excel
Good/Excel
Excellent
Poor
Excellent
Poor
Excellent
Excellent
Good/Excel
Poor
Poor
Poor
Good/Excel
Poor
Poor
329
330
Website Systems
Retailing Skills
Fulfillment
Brand Reputation
Assortments
Customer Data
E Only
Catalog
Store-Based Manufacturers
Excellent
Poor
Poor
Poor
Good
Poor
Poor
Good/Excel
Excellent
Good/Excel
Good/Excel
Excellent
Poor
Excellent
Poor
Excellent
Excellent
Good/Excel
Poor
Poor
Poor
Good/Excel
Poor
Poor
331
Knowledge of Retailing
Assortment Planning
Distribution Systems
Reputation
Customer Database
Convenient Location for Picking Up, Returning
Merchandise, Warranty Service and Installation
Vendor Relationships
Royalty-Free/CORBIS
332
333
Website Systems
Retailing Skills
Fulfillment
Brand Reputation
Assortments
Customer Data
E Only
Catalog
Store-Based Manufacturers
Excellent
Poor
Poor
Poor
Good
Poor
Poor
Good/Excel
Excellent
Good/Excel
Good/Excel
Excellent
Poor
Excellent
Poor
Excellent
Excellent
Good/Excel
Poor
Poor
Poor
Good/Excel
Poor
Poor
Advantages of Retailers
vs. Manufacturers
334
Ecommerce Myths
Low Cost of Entry
Overestimate Importance of
Technology, Under Estimated Need
for Traditional Resources
First Mover Wins
Gets Rid of the Middleman
335
336
337
338
339
340
341
342
343
344
Ordering
Returns
Refunds
Make it Easy
Know thy
Customer
Needs and
preferences
One to One
Marketing
Call Center
Shopping
Advice
Customer
Service
Provide Support