Six years into the economic crisis, firms have learned that they have to go wherever consumers congregate and participate them there: in a flagship store on a prime shopping street; in a pop-up store calculated to surprise passersby in an unexpected place; on the Internet; on their smartphones; in social media networks; or combining the online encounter with a click-and-collect service, where goods purchased online can be picked up from a local collection point. Any route is good, so long as it allows businesses to connect with increasingly elusive consumers. But there are several other reasons for the proliferation of retail formats, beyond the economical situation. This informative article reviews the variables that help determine the way we shop today, and how these variables affect retail formats. Additionally, it looks at how different formats can be integrated into a multichannel strategy.
The Decline of Main Street, the Rise of Multichannel Retail case study solution
PUBLICATION DATE: December 18, 2013 PRODUCT #: IIR110-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
