Marketing Channel Strategy
showrooming (using the store to try and touch products but buying online) and webrooming
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(using the store to try and touch products but buying online) and webrooming (searching on the web but buying in the store). The diminished boundaries between physical and online channels also precipitated the necessary shift away from a multi-channel and toward an omni-channel perspec- tive, because firms have no choice but to find ways to integrate their operations seamlessly across channels. The lines will continue to blur with the greater pen- etration of smartphones, increasing investments in virtual reality, and advancing retail technologies that promise to help consumers virtually experience products and even touch, see, or smell them remotely. D I S T I N C T I O N B E T W E E N M U L T I - C H A N N E L A N D O M N I - C H A N N E L M A R K E T I N G S T R A T E G I E S : T R E N D S D R I V I N G T H E S H I F T A multi-channel environment sets clear demarcations and silos between channels, with the goal of optimizing the performance of each individual channel and coordi- nating across them. That is, a multi-channel strategy entails leveraging multiple The OmnI-ChAnnel eCOsysTem 14 channels that operate relatively independently. There may be some coordination and evaluation of the different channels, but they operate as clearly separate enti- ties. Consumers engage in cross-channel shopping by switching among online, mobile, and physical platforms during a single purchase transaction. But in many organizations, the online and in-store experiences may be managed by separate divisions, with differing priorities, so the experience is not really seamless for the customer. Even in the face of well-entrenched cross-channel integration practices, such as when consumers can buy online and pick up products in-store, or else buy online and receive delivery, but then make returns in store, channel integration remains a challenge and a work in progress. An omni-channel system instead harmoniously integrates functions that allow customers to shop— tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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