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