The Role of Multi-Channel Retailing in the Spa and Wellness Industry in Singapore
The Role of Multi-Channel Retailing in the Spa and Wellness Industry in Singapore
Introduction
Multi-channel retailing in Singapore’s service retail industry has seen rapid growth in recent years as many service retailers in Singapore realised its importance in reaching out to wider customer segments to provide a better customer experience. According to Berman and Evans (2007), multi-channel retailing is a set of activities involved in selling products and services through multiple retail formats, whether it is store-based or non-store based. It allows consumers to shop conveniently through a variety of channels such as stores, catalogues, websites, kiosks, and even through our mobile smart phones. Zentes, Morschett and Schramm-Klein (2007) define multi-channel retailers as those who combine several retail formats, such as bricks-and-mortar stores, traditional and online catalogues, Internet retailing, telemarketing and direct selling. Zhang et al. (2010) concurs and adds that multi-channel retailers are those whose primary source of revenue is retailing activities. The adoption of multi-channel retailing brings about a win-win situation for both retailers and consumers. Retailers use multi-channel strategy to take advantage of the unique characteristics and benefits of each different channel to craft an integrated multi-channel retailing strategy, which will help them to expand their customer base and increase revenue at the same time. Consumers also benefit by being able to use a variety of channels in their shopping experience, enabling them to research their purchases and make informed choices before committing to buying. Mcgoldrick and Collins (2007) describe this as ‘multichannel shopping’.
Multi-channel retailing in Singapore’s spa and wellness industry
The growing spa and wellness industry in Singapore has brought about the formation of Spa & Wellness Association Singapore (SWAS). The association actively promotes the integration between the spa
Introduction
Multi-channel retailing in Singapore’s service retail industry has seen rapid growth in recent years as many service retailers in Singapore realised its importance in reaching out to wider customer segments to provide a better customer experience. According to Berman and Evans (2007), multi-channel retailing is a set of activities involved in selling products and services through multiple retail formats, whether it is store-based or non-store based. It allows consumers to shop conveniently through a variety of channels such as stores, catalogues, websites, kiosks, and even through our mobile smart phones. Zentes, Morschett and Schramm-Klein (2007) define multi-channel retailers as those who combine several retail formats, such as bricks-and-mortar stores, traditional and online catalogues, Internet retailing, telemarketing and direct selling. Zhang et al. (2010) concurs and adds that multi-channel retailers are those whose primary source of revenue is retailing activities. The adoption of multi-channel retailing brings about a win-win situation for both retailers and consumers. Retailers use multi-channel strategy to take advantage of the unique characteristics and benefits of each different channel to craft an integrated multi-channel retailing strategy, which will help them to expand their customer base and increase revenue at the same time. Consumers also benefit by being able to use a variety of channels in their shopping experience, enabling them to research their purchases and make informed choices before committing to buying. Mcgoldrick and Collins (2007) describe this as ‘multichannel shopping’.
Multi-channel retailing in Singapore’s spa and wellness industry
The growing spa and wellness industry in Singapore has brought about the formation of Spa & Wellness Association Singapore (SWAS). The association actively promotes the integration between the spa