伯曼 零售管理（第13版）berman_rm13_ppt_06.pptxVIP

Retail Management: A Strategic ApproachThirteenth EditionChapter 6Web, Nonstore-based, And Other Forms Of Nontraditional RetailingCopyright ? 2018, 2014, 2012 by Pearson Education, Inc. All Rights Reserved Learning Objectives6.1 To contrast single-channel and multi-channel retailing6.2 To look at the characteristics of the three major retail institutions involved with non store-based strategy mixes: direct marketing, direct selling, and vending machines – with an emphasis on direct marketing6.3 To explore the emergence of electronic retailing through the World Wide Web6.4 To discuss two other nontraditional forms of retailing: video kiosks and airport retailing Figure 6.1 Approaches to Retailing Channels Non-store RetailingRetailing strategy that is not store-baseddirect marketingWeb-based retailing is the fastest- growing areaM/SMS-commerceSocial commerce Direct MarketingCustomer is initially exposed to a good or service through a non-personal medium and then orders by mail, phone, fax, smart phone, or computerAnnual U.S. sales exceed $475 billion (including the Web)Other leading countries includeJapanGermanyGreat BritainFranceItaly Characteristics of Direct Marketing CustomersMarriedUpper middle class35-50 years oldHave access to wifi and broadband InternetAre multi-screen shoppersDesire convenience, unique items, good prices Strategic Business Advantages of Direct MarketingReduced costsLower pricesLarge geographic coverageConvenient to customersAbility to pinpoint customer segmentsAbility to eliminate sales tax for someAbility to supplement regular business without additional outlets Strategic Business Limitations of Direct MarketingProducts often cannot be examined prior to purchaseCosts may be underestimatedResponse rates to catalogs under 10%Clutter existsLong lead time requiredIndustry reputation sometimes negative Clickstream RetailingCollection, storage, and usage of relevant customer informationnameaddressbackgroundshopping interestspurchase behaviorObserv