tailieunhanh - Lecture Retailing management (6/e): Chapter 3 - Levy Weitz

Lecture Retailing management (6/e) - Chapter 3: Multi-channel retailing. This chapter discusses the impact of electronic retailing and examines the strategies of successful e-tailers. | Chapter 3 Multi-Channel Retailing The World of Retailing Introduction to Retailing Types of Retailers Multi-Channel Retailing Customer Buying Behavior 3- The Multi-Channel Retailer Retailer Digital Vision / Getty Images Steve Cole/Getty Images The McGraw-Hill Companies, Inc./Andrew Resek, photographer 3- Why are Retailers Using Multiple Channels to Interact with Customers? Customer Want to interact in different ways Each channel offers a unique set of benefits for Customers 3- Benefits Provided by Different Channels 3- Unique Benefits Provided by Store Channel Browsing Touch and feel products Personal service Cash payment Immediate gratification Entertainment and social interaction Risk Reduction Royalty-Free/CORBIS (c) Brand X Pictures/PunchStock 3- Benefits Provided by Catalog Channel Convenience Portability, easily accessible Visual presentation Safety Hoby Finn/Getty Images 3- Unique Benefits Provided by Internet Channel Convenience Safety Broad selection Detailed information Personalization Virtual communities Problem-solving information More info to evaluate merchandise The McGraw-Hill Companies, Inc./Jill Braaten, photographer 3- Problem Solution Benefits Offered By Electronic Channel Bundling Information, Services, and Products Examples iVillage The Wedding Channel, The Knot 3- 11 What are the benefits consumers get from shopping on the net? First convenience and security -- but all non store retail format offer this. Second, consumers can shop the world from their homes and see a lot more alternatives. But this is really not that great a benefit. Its like giving a buyer more data in computer print out. The benefit is converting the data into a limited amount of information that the consumer or manager can use. The internet in conjunctions with agents like FRED has the capability of doing this conversion of data into information better than other retail formats. If Fred was a retailer’s agent, he would be like my aunt | Chapter 3 Multi-Channel Retailing The World of Retailing Introduction to Retailing Types of Retailers Multi-Channel Retailing Customer Buying Behavior 3- The Multi-Channel Retailer Retailer Digital Vision / Getty Images Steve Cole/Getty Images The McGraw-Hill Companies, Inc./Andrew Resek, photographer 3- Why are Retailers Using Multiple Channels to Interact with Customers? Customer Want to interact in different ways Each channel offers a unique set of benefits for Customers 3- Benefits Provided by Different Channels 3- Unique Benefits Provided by Store Channel Browsing Touch and feel products Personal service Cash payment Immediate gratification Entertainment and social interaction Risk Reduction Royalty-Free/CORBIS (c) Brand X Pictures/PunchStock 3- Benefits Provided by Catalog Channel Convenience Portability, easily accessible Visual presentation Safety Hoby Finn/Getty Images 3- Unique Benefits Provided by Internet Channel Convenience Safety Broad .