Retailing & Multichannel Marketing

category specialists/big-box retailers/category killers

a retailer that offers a narrow variety but a deep assortment of merchandise: staples

3 benefits of internet

broader selection, personalization, insights on you and your behavior

7 benefits of stores for consumers

browsing, tactile, personal service, cash, entertainment/social, instant gratification, risk reduction

what are the 4 factors involved in establishing a relationship with retailers?

channel structure, customer expectations, channel member characteristics, distribution intensity

exclusive distribution

choose one to a few outlets to sell product; want to make sure the stores represent your brand

what is retailing?

end of the supply chain; where marketing meets the consumer; add value to products sold

6 aspects of store experience

entrance, layout, smell, sound, color, lighting

how are retailers classified? (3 dimensions)

form of ownership, type of merchandise line, level of service

intensive distribution

get production out there, increased sales and awareness, kraft

3 forms of ownership

independent, corporate, franchise

what is the importance of promotion?

to increase share of wallet (how much customer spends at the store)

integrated CRM system

track customer online, in store, from catalog, helps to more strategically market to the consumer

what is the ideal channel structure?

vertical not independent

full-line discount store

retailers that offer a broad variety of merchandise, limited service, and low prices. walmart, target, k-mart

3 levels of service

self-service, full service, limited service

2 methods of price

sell low volume at high price or sell high volume at low price