Transcription of Multichannel Retailing And Its Implications On Consumer ...
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Multichannel Retailing And Its Implications On Consumer ...
IntroductionComscore networks recently reported that online non-travel retail spending surpassed the $100 billion mark to reach $ billion in 2006 ( ). This represents a 24% increase over 2005 totals. Such a rapid growth in online Retailing is forcing retailers to struggle with multi-channel options and channel integration issues. This is a departure of over a hundred years of practice followed by most big retailers, who have previously offered their customers only two channels for shopping: in-store or mail-order from catalogues. With the advent of the Internet, however, retail companies that traditionally offered only one or two channels could use online sales channels as a third option, which could respond to new opportunities and challenges (Jette, 2005).Several studies have already underscored the importance of such multi-channel marketing practices. According to the Wall Street Journal, customers who use three different channels spend four times as much as customers using only one of the three channels (Shankar and Winer, 2005).
Introduction Comscore networks recently reported that online non-travel retail spending surpassed the $100 billion mark to reach $102.1 billion in 2006 (www.comscore.com).
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