PRS PROJECT

 Multichannel retailing


MADE BY


 MANAV BADHWAR
 OBJECTIVES OF THE
PROJECT
To study how far or to what extent multi
channel gives an opportunity to overcome the
limitation of primary existing format of
retailing.


How much multi channel has helped company

to increase their share of market/wallet.

How much retailers can improve their
customer’s shopping experience by using
multi-channel.

 MULTICHANNEL
RETAILING

 Multi channel retailers are those retailers that
sell merchandise or services through more
than one channel. By using combination of
channels, retailers can leverage the unique
benefits provided by each to attract & satisfy
more customers.
 CAPABILITIES OF MULTI
CHANNEL RETAILING
Developing assortments & managing inventory
Managing employees in distant locations
Catalogs
Websites
Processing orders electronically
Efficiently distributing individual orders to
homes
Operating communications & information
systems to interface with customers
throughout channels
 TYPES OF MULTICHANNEL
RETAILING
Store channel

Catalog channel


Internet channel
 STORE CHANNEL
Store channels offer customers to buy products
through “touch & feel attributes”.
 FEATURES

 Cash payment
 Risk reduction
 Entertainment & social experience
 Personal service
 Immediate gratification

 EXAMPLES OF STORE
CHANNEL
Pantaloons


Van heusen


Globus


Wall mart


JC Penney

 CATALOG CHANNEL
Catalog channel provides customers to look at
merchandise & place an order at any time
from almost anywhere.
 FEATURES

 Convenience
 Safety
 Quality of visual presentation
 EXAMPLES OF CATALOG
CHANNEL
Audiobookstand

Bavarian autosport

CompUSA

Metrostyle



 INTERNET CHANNEL
Internet compared with store & catalog
channel, also has the potential to offer a
great selection of products & more
personalized information about products &
services.
 FEATURES

 Broader selection
 More information to evaluate merchandise
 Personalization
 Look & see attribute
 EXAMPLES OF INTERNET
CHANNEL
Amazon

EBay

Bigshoebazaar

Food bazaar

Naaptol


EVOLUTION TOWARDS MULTI
CHANNEL RETAILING
Overcoming limitation of an existing
format – one of the greatest constraints
facing store based retailers is the size of the
stores. The merchandise that can be
displayed & offered for sale in stores is
limited. By blending stores with internet it
expand the assortment offered to their
customers. For eq. best buy, Wal-Mart, home
depot.
Expanding market presence – adding an
electronic channel is particularly attractive to
retailers with strong brand names for
maximum distribution & servicing more
customers .
 Increasing share of wallet –
using other
 Channels results in consumers making more
purchases from retailers. Thus the electronic,
catalog channels drive more purchases from
the stores which leads to retailers to increase
their market share.


 Customer shopping behavior – an electronic

channel can provide valuable insights into
how & why customers shop & how they get
satisfied & dissatisfied with their experiences.
The internet channel offers the opportunity to
collect more detailed information about
customer preferences.
 MULTICHANNEL SERVICES &
FEATURES
A liberal policy in which the stores accepts
product purchase online.


Web site features the retailer’s promotion &

sales.

Store receipts contain the URL for retailer’s
web site.

Customers can place order online for store
pickup.

 Store offers coupons for online
purchase

W e b site o ffe rs th e a b ility to
p re p a re & p rin t o u t a sh o p p in g
list fo r sto re visit.

Web site offers inventory
information (what merchandise is
available in local stores).

THE INDIAN RETAILSCAPE
the homeshop1 8 , th e co u n try ’ s first h o m e
sh o p p in g 2 4 -h o u rs ch a n n e l, o p e ra te s in m u lti-
m e d ia e n viro n m e n t in clu d in g te le visio n , w e b ,
ca ta lo g u e & p rin t to d e live r h ig h q u a lity
p ro d u cts & se rvice s d ire ctly to cu sto m e r
a cro ss th e co u n try. W ith 7 , 0 0 0 S K U a cro ss 2 1
p ro d u ct ca te g o rie s. E ve n tu a lly it p la n s to
h a ve o ve r 2 . 5 la kh S K U in clu d in g b o o k s ,
m u sic , co n su m e r e le ctro n ic g o o d s , F M C G
& services from travel, insurance etc.
 HOMESHOP18
The major emphasis of homeshop1 8 is on
credibility building among customers. It aims
to provide an enjoyable customer experience.
Its highly customer centric practices are free
home delivery, customer friendly multiple
payment options & 1 5 d a ys m o n e y b a ck
g u a ra n te e .

 Sources:www.homeshop18.com
 AMERICA’S TOP 10 RETAIL
BUSINESS SITES
 Web sales volume
1.Amazon.com Inc.
$ 1 9 .2 B
2.Staples Inc.
$ 7 .7 B
3.Dell Inc.
$ 4 .8 B
4.Office depot Inc.
$ 4 .8 B
5.Apple Inc.
$ 3 .6 B
 8. CDWCorp.
$2.6 B


9 . N e w e g g . co m


$ 2 .1 B


10. Bestbuy.com


$ 2.0 B