Selling to the pragmatic customers: Multichannel Retailing http://www.fibre2fashion.com/industry-article/paidArticles/3223.asp
Article Abstract:
Customers of the developing countries offer biggest growth opportunities for companies that are willing to understand and respond to their rapid growing expectations. Retailers, to sustain their slice of the pie, will have to opt for more than one way to sell their products to them. Multi channel marketing is a boon for such retailers. Multichannel retailing offers customers more than one way of selling, for instance; a web site in addition to the normal retail store. While internet facilitates convenience, speedy update of prices and promotion, catalogs enable to attract new customers. A successful multichannel retailer publishes a catalog replicating an in-store assortment of merchandise, and positively expects shoppers to make the buying decision. Expansion in a retail segment requires an integrated strategy across all channels, with each one supporting and strengthening the retail brand equity. Alan Morris, Managing Director & Co-Founder, Retail Assist Ltd, shares his thoughts about the origin, development, and future of this process. "Subscribe to your Premium Articles"
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