Chapter 6. To Examine Characteristics of Non- Store Retail Strategy Mixes To Explore Emergence of Electronic Retailing To Discuss Two Other Nontraditional.

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Presentation transcript:

Chapter 6

To Examine Characteristics of Non- Store 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 Customer Contact Customer Response Measuring Results & Maintaining the Data Base Order Fulfillment

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?