FM 262 Lecture Notes - Lecture 3: Touchscreen, Internet Channel, Call Centre

• School: FIT
• Department: Fashion Business Management
• Course: FM 262
• Professor: Suzanne Piazza

Document Summary

The multichannel retailer (omni-retailer) a retailer that sells merchandise or service through more than one channel. By using a combination of channels, retailers can exploit the unique benefits provided by each channel. 1 store: internet, catalog, direct selling, tv home shopping, automatic. Customer want what they want, when they want it. Customers want new ways to engage with retailers. Sales through an electronic channel are growing at over 20% per year. Adding an electronic channel creates immediate possession utility. Multichannel retailers can attract more customers and satisfy existing customers better. The growth of sales in store is declining. Internet channels allow retailers to offer a great assortment of products and provide more information to customers. The internet allows retailers to collect information about consumer shopping habits. The internet allows the retailer to enter new markets economically. Personalization: information is tailored to individual consumers to help them make quicker and better purchase decisions, visual try on.