international distribution and logistics

Topics: 21st century, Customer, Sales Pages: 5 (1379 words) Published: February 24, 2014


The future of shopping’’.Harvard business review, December, pp. 65-67

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 United Kingdom. (Jacob et 2012) Retailing has been shown to change within every century and the quick adaptation for retailers the better they can take advantage of their comparative advantage in order to increase their market share and reduce operational cost. Omnichannel is extremely important in the way we do the business of retailing because it gives retailers the ability to increase sale through shopping through various mediums. According to (Jacob et 2012) one third of purchase in developed countries would be performed by digitally savvy shoppers and in order to remain in business and increase sale and productivity switching to this channel gives retailers more opportunities to increase productivity and profit. For example domino’s pizza in the Hatfield United Kingdom has utilized this approach whereby customer can purchase product by scanning a bar code and have product delivered without taking a step and this has increased domino’s profitability, brand and market share. The omnichannel retailing offers a wide range of customer who you can take business advantage of irrespective of location or distance between parties, this channel limits the constraint that is associated with brick and mortar stores geographically. This constraint is more endemic and prevalent with the evolution of show rooming where by customers only go to the stores to view products then utilizing omnichannel ways of either purchasing at home or in the shop with their mobile devices. The omnichannel approach to retailing increase the brand awareness of product thereby creating a medium for communications with customers, this communication is very important because it enable you understand the customer and its needs and wants which is critically important will positioning ways to satisfy the needs, which when carried out properly increases the net profit of the firm. Example of this is Amazons communication strategy with customers over the years in comparisons with EBay’s brand....

References: {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. {Accessed on 2/19/2014} {Accessed on 2/19/2014}
Ferrell, O. C., & Hartline, M. D. (2012). Marketing strategy. South-Western/Cengage Learning. Pp. 167. Data retrieved from: {accessed on 22/2/2014} {Accessed on 2/19/2014}
Rigby, D. (2011) ‘’ the future of shopping’’.Harvard Business Review, December, pp.65-76
{Accessed on 2/20/2014}
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