BAS 282: Retailing & Omnichannel Marketing: Homework

MaryAnn, the owner of the food truck Crepes a la Nana, is running low on a rare brand of vanilla extract that she uses in her apple crepes. To find it, she must go to a(n)

specialty retailer.

Martha, the owner of the Coffee Collective, has run out of to-go coffee cups. She decides to purchase them in bulk from the local

warehouse retailer.

While MaryAnn and Martha are driving around town together, they start to get hungry, but they know they do not have time sit down at a restaurant for lunch. Instead, they stop off at the local 7-Eleven to purchase a quick and easy snack. The 7-Eleven is a type of

convenience store.

Wanderlust Tours has established strong relationships with its suppliers, vendors, and partners who run all operations across its web, mobile, and affiliate channels to ensure a seamless customer experience. This represents which key area of effective omnichannel retailing?

infrastructure

Martha recently booked a trip with Wanderlust Tours and was impressed by the seamless research and booking process. In order to create this seamless experience, Wanderlust Tours invested in which key areas of effective omnichannel retailing?

infrastructure, process, people

MaryAnn wants to decorate her food truck with holiday lights, but it isn't the season to purchase them yet; she does know of one store that tends to sell these items off-season and at heavily discounted prices. MaryAnn would find these lights at a(n)

off-price retailer.

Wanderlust Tours makes sure its employees are well-trained and committed to success. When employees interact with customers, they convey the culture and values of the company. This represents which key area of effective omnichannel retailing?

people

Wanderlust invests in enterprise resource planning (ERP) systems, which integrate computer applications throughout the company. This represents which key area of effective omnichannel retailing?

process

MaryAnn's favorite salon in town always knows how to cut and style her hair, so she was happy it had a 9 AM opening available. The stylists are knowledgeable and friendly and often recommend to her the perfect product for her new style. Everything is affordable and the coffee and wine it serves are always complementary. MaryAnn's favorite salon is a(n)

service retailer.

Read each component of REI's omnichannel strategy and determine if it relates to the company's infrastructure, process, or people.

1. REI's supply chain works hard to make sure inventory is available at the right place, time, and price. - Infrastructure 2. REI's systems ensure that whether shopping online or in store, customers will receive the same price and expect the same quality. - Process 3. REI's employees are all committed to the success of the REI brand and the customer experience. - People 4. Mobile devices allow REI's associates to walk around with customers, pull up inventory and product information easily, and check customers out quickly. - Infrastructure 5. REI prioritizes offering a consistent experience for customers across all channels. - Process 6. REI provides customers with free Wi-Fi to access information while they shop. - People

Sales associates at Herbalife Nutrition, a global nutrition company, interact directly with customers and sell products that promote healthy, active living.

Direct Selling

Sales associates that use this non-store retail method provide high levels of service and product knowledge.

Direct Selling

Tesla reaches its customers through stores located in high-end, affluent areas. There is usually one store per geographic area.

Exclusive Distribution

Coca-Cola distributes its product through multiple channels. Customers should not have to search far to purchase a Coca-Cola.

Intensive Distribution

This non-store retailing method is mobile, inexpensive, and temporary.

Kiosks

You'll often find these non-store retailers at airports or malls; they sell everything from cell-phone cases, to chair massages, to ear piercings.

Kiosks

Apple offers its iPhones at both Apple stores and non-Apple specialty stores, yet still makes available product experts to help answer customer questions.

Selective Distribution

QVC provides consumers with the convenience of shopping from their own homes simply by calling in an order.

Television Home Shopping

This non-store retailing method allows consumers to watch demonstrations of the product in use from the comfort of their homes before making a purchase—usually by dialing in.

Television Home Shopping

Lululemon recently set up dispensers at its Run Stop Shops in New York and Chicago. Runners can stop here to pick up everything they need to fuel their runs: from water, to energy bars, to first aid—all for free.

Vending Machines

This non-store retail method dispenses merchandise directly to consumers; there is no interaction with a sales associate.

Vending Machines