多渠道零售的前景-英文版.pdf

1 O C T O B E R 2 0 0 9 r e t a i l p r a c t i c e The promise of multichannel retailing In a year of doom and gloom for retailers, the continued emergence of online sales has been a bright spot. Why then do so few companies get true multichannel retailing right? Steve Noble, Amy Guggenheim Shenkan, and Christiana Shi 2 If one certainty about economic downturns is that they end, another is that traditional retailers recover slowly. In the United States, for example, only 25 percent of drugstores, 40 percent of mass retailers, and 60 percent of specialty-apparel retailers 1 returned to pre-recession growth rates within five years of the 2001 downturn. That’s time retailers can’t afford. The period when an economy emerges from a recession is pivotal to determining retail’s winners and losers, and our research suggests one of the keys to securing this success is to maintain investments throughout the business cycle. We believe that for companies coming out of the current recession, investing to build robust multichannel capabilities provides an attractive opportunity for retailers to set themselves apart from their peers. For all the difficulty retailers have experienced in the past year, onl