Transcript An Introduction to Retailing - Information Technology Services

Chapter 6
• To Examine Characteristics of NonStore Retail Strategy Mixes
• To Explore Emergence of Electronic
Retailing
• To Discuss Two Other Nontraditional
Forms of Retailing
• Sold Through Nonpersonal Medium
• Two Categories
– General
– Specialty
•
•
•
•
•
Reduced Costs
Lower Prices
Shopping Convenience
Market Segmentation Easy
Geographic Expansion
•
•
•
•
•
•
Limited Product Examination
Underestimated Entry Costs
Less Than 10% Purchase
Clutter
Prices and Styles Difficult to Plan
Industry Bad Name
•
•
•
•
•
•
•
Mail
TV
Radio
Magazine
Newspaper
Phone Directory
Fax
• Evolving Attitudes and Activities of Direct
Marketers
• Changing Consumer Life-Styles
• Increased Competition Among Firms
• Greater Use of Dual Distribution Channels
• Newer Roles for Catalogs and TV
• Technological Advances
• Mounting Interest in Global Direct Marketing
Business
Definition
Generating
Customers
Media
Selection
Presenting
the Message
Measuring
Results &
Maintaining
the Data Base
Order
Fulfillment
Customer
Response
Customer
Contact
•
•
•
•
•
People Dislike
Customer Privacy
Dual Distribution Requires Consistency
Rising Postal Rates
Legal Environment
• Personal Contact in Homes
• Phone Solicitations
• Strategy Mix
– Convenient Shopping
– Personal Touch
•
•
•
•
•
•
Working Women
Small Applicant Pool
Low Sales Productivity
High Sales Force Turnover
Above Average Prices
Legal Restrictions
– High Pressure Sales
• Poor Image
• Product Types
• Pricing
• Most Common Places for
Purchase
• Internet
• World Wide Web
•
•
•
•
•
•
•
•
•
•
•
Project a Retail Presence
Generate Sales
Enhance Image
Geographic Diversity
Provide Information
Customer Service
Add Personalization
Cost-efficient
Customer Feedback
Special Offers
Job Opportunities
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Brand Identity
Convenience
Cross-Merchandising
Culture
Customer Service
Design
Free Shipping
Fashion
Fulfillment
Fun and Entertainment
Information Integration
Personalization
Public Relations/Marketing
One-Click Ordering
Selection
Stage 1:
Brochure Web Site
Stage 2:
Commerce Web Site
Stage 3:
Web Site Integrated w/
Existing Processes
Stage 4:
The “Webified” Store
Stage 5:
Site Integrated w/
Manufacturer Systems
•
•
•
•
•
Finding Things
Seeing Purchases
Customer Service
Dual Distribution Continuity
Customer Privacy
• Video Kiosks
• Airport Retailing
• The Characteristics of:
– Direct Marketing
– Direct Selling and Vending Machines
– Vending Machines
• Electronic Retailing Through the
World Wide Web
• Video Kiosks
• Airport Retailing
Questions?
Questions?