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1、Future Trends in Multi-channel Retailing课程名称课程名称: 零售学理论与实务零售学理论与实务structureIntroduction Characterizing Consumer BehaviorIndividual Consumer Benefits from Different Store Formats and ChannelsComplex Retail Trade How Can Retailers React?Management Tools and Application in Market ResearchCustomer Loyal
2、tyOutlookIntroduction Commercial retailers find themselves in an increasingly complex environment. On one hand, this complexity is shaped by establishment of new channels and store formats, while there is also moderation of the earlier “store-specific offered goods” targeted at the consumer. On the
3、other hand, consumers also demonstrate multi-optional behaviour and needs structure.Characterizing Consumer Behavior Have a wide choiceIndividual decision-making patternMore convenienceLess timeIndividualindependentMulti-channel buyerBenefits from Different Store Formats and Channelsaccess to realit
4、yStationary RetailInternet ShoppingTele-shopping and T-CommerceConvenience Shoppinga variety of benefitsconvenience products presentedClassic Mail-Order Catalogue Sales illustrating on paper the associated choicegain maximum benefit with minimum effortComplex Retail Trade How Can Retailers React?Fiv
5、e TruthsThree StrategiesNine Guiding principlesTruthRetail strategies must be based on the following principlesRetail has to give consumers what they want.Basic insights into todays and tomorrows multi-optional consumer are requiredRetailers have to embrace and attract consumerswherever they happen
6、to be .Success in retail requires innovation, flexibility and customer orientation these are“ must-haves”. Retail is not simply judged on the products it offers But also on what the company concerned represents.Strategies for Multi-channel InitiativesStore format and channel segmentation Market posi
7、tioning Portfolio implementation Store format and channel segmentationThe first step involves identifying the segments that have not been covered, or only partially, by the present store formats or channels. If sufficiently relevant, one or more segments, or a new restructuring of existing market se
8、gments, can be used to implement a new store format or a new channel, which can then be included in the portfolio.Market positioningUnique positioning of store formats and channelswithin the market, with the goal of achieving a distinctive profile for consumers and the competition. Aside from the co
9、re profile strategies relatingto quality and price leadership, it is crucially important to improve image.Examples of this could be “event shopping” or “supply”.Portfolio implementation Expansion of a store format can be attained by an increase in outlets. A retaining strategy is followed when an ex
10、isting store format is used to realize and attain the highest possible margin. Elimination of store formats. New development of store formats Integration of existing store formats within the portfolio.Guiding Principles for Successful Multi-channel RetailingThe retailer as an observer and participan
11、t in the marketInnovative exploration of new store format combinationsSegmentation of existing customersChannel fit: not everything can be had everywhereNew store formats and channels must be protested for acceptanceContinuous examination of store formats and channelsCreative elements of identity cu
12、ltivation of the ImageJoint Venture: synergy potential beyond business borders recognition and implementation Differentiation: as global as possible, as regional as requiredManagement Tools and Application in Market Research and Customer LoyaltyNecessaryToolsFruitsnecessary channelviewchosebasic nee
13、d Store format action Basic need Consumer needs Perception Formats ProviderFunctional, rational needs that are easily accessibleIdentity needs that are difficult to quantifyEmotional/psychological needs that cannot be quantified directly Store formats/channel characteristics that are obviousSocial v
14、aluesaimed at social identitySymbolism/personalityaffecting the emotional/psychological levelRelate to fitSegmentation PositionCombiningToolsFruits- Customer Loyaltyextend possibilitieschannel fit can be strategically optimizeddedicate store formats and channels Analysis which segmentsvarious custom
15、er segments are loyalty to the competitorCustomer Loyalty ExistingEstablishing new formatLosingAttainablemulti-offer a genuine structure emotionalMulti-channel buyersegmentationretailerposition Outlook onlineofflineA single-channelMulti-channelWhich is rightobjectivevirtualrealE-channelstechnologyChannel mix Network
