international distribution and logistics
24/02/2014.
CASE STUDY
The future of shopping’’.Harvard business review, December, pp. 65-67
Question
1 What arguments would you use to persuade a traditional retailer to move to omnichannel retailing?
2 choose a retailer to assess its degree of integration of digital and physical retailing and suggest additional changes it should implement to become an omnichannel retailing. Tailor your advice to the sector and the characteristics of the retailer.
Word count: 1195
Shopping has evolved all over the world from the traditional means of purchasing in the 19th century to a more sophisticated multi channel approach to purchasing goods and services in the digitalized 21th century. According to (brown 2010), shopping can be referred to as an activity or groups of activities where goods or services are displayed by one or group of retailers with the sole aim to purchase or an intent to purchase or sell a particular good or service been offered. These experiences can evolve from a delightful and appreciated moment to a more distasteful situation which can be affected by different circumstances.
Omnichannel retailing is the retailing of goods and services through a multi channel approach; this offers a more seamless experience for customers to shop either through different means such as the computer, television, radio, mobile internet devices, tablets, direct mail, social media, coupons, bar codes and call centre’s (Mayer, 2012) Omnichannel gives the ability to make human transactions very efficient, easy and effective. Customers and retailers have utilized these resources in order to carry out business transactions examples are in the united kingdom where sales from online platforms growth from a mere 1 percent in the year 2000 to 20 percent of general sales in 2011 in the
CASE STUDY
The future of shopping’’.Harvard business review, December, pp. 65-67
Question
1 What arguments would you use to persuade a traditional retailer to move to omnichannel retailing?
2 choose a retailer to assess its degree of integration of digital and physical retailing and suggest additional changes it should implement to become an omnichannel retailing. Tailor your advice to the sector and the characteristics of the retailer.
Word count: 1195
Shopping has evolved all over the world from the traditional means of purchasing in the 19th century to a more sophisticated multi channel approach to purchasing goods and services in the digitalized 21th century. According to (brown 2010), shopping can be referred to as an activity or groups of activities where goods or services are displayed by one or group of retailers with the sole aim to purchase or an intent to purchase or sell a particular good or service been offered. These experiences can evolve from a delightful and appreciated moment to a more distasteful situation which can be affected by different circumstances.
Omnichannel retailing is the retailing of goods and services through a multi channel approach; this offers a more seamless experience for customers to shop either through different means such as the computer, television, radio, mobile internet devices, tablets, direct mail, social media, coupons, bar codes and call centre’s (Mayer, 2012) Omnichannel gives the ability to make human transactions very efficient, easy and effective. Customers and retailers have utilized these resources in order to carry out business transactions examples are in the united kingdom where sales from online platforms growth from a mere 1 percent in the year 2000 to 20 percent of general sales in 2011 in the
References: http://www.millwardbrown.com/Libraries/MB_Published_Books_Downloads/MillwardBrown_TheBusinessOfBrands.sflb.ashx {Accessed on 2/19/2014} Martin, Brett A. S. (2012), "A Stranger’s Touch: Effects of Accidental Interpersonal Touch on Consumer Evaluations and Shopping Time", Journal of Consumer Research, 39 (June), 174-184. http://www.digitalscreenmedia.org/the-perspective/view/28008/four-benefits-of-omni-channel-retailing {Accessed on 2/19/2014} http://www.capgemini.com/resource-file-access/resource/pdf/Digital_Shopper_Relevancy__EXECUTIVE_SUMMARY_.pdf {Accessed on 2/19/2014} Ferrell, O. C., & Hartline, M. D. (2012). Marketing strategy. South-Western/Cengage Learning. Pp. 167. Data retrieved from: http://books.google.com/books?id=73lvLDCNeIcC&printsec=frontcover#v=onepage&q&f=false {accessed on 22/2/2014} http://www.rundlemall.com/bm.doc/ecommerce_bp0106131.pdf {Accessed on 2/19/2014} Rigby, D. (2011) ‘’ the future of shopping’’.Harvard Business Review, December, pp.65-76 http://www.experian.co.uk/assets/business-strategies/white-papers/RWC-whitepaper2.pdf {Accessed on 2/20/2014}