As one of the first textbooks to present a comprehensive view of multichannel retailingâ€”the practice of trading through several selling channels concurrently—Multichannel Retailing is critical for any student preparing for today's job market. This timely and compelling textbook identifies and explains the underlying principles of e-retailing and its relationship with conventional retail methods. Strategic integration of brick-and-mortar stores, electronic retailing, and direct marketing methods form the core of the text. Multichannel Retailing examines the roots of the multichannel approach, analyzes key players, and explores the techniques that are used to develop effective online stores and synchronize cross-channel functions. This book is a guide to implementing and operating a successful e-retailing business, and it offers ideas and solutions for expanding the cross-channel capabilities of traditional retail operations.
Traces the roots, current status, and future of multichannel retailing
Profiles the multichannel customer, including shopping habits, preferences, and implications for affinity/loyalty
Provides examples of tactics used by high-performing companies
Examines the future of multichannel retailing and the companies that embrace this approach
Highlights several multichannel retailers, representing different organizational structures, merchandise, size, and levels of performance
Includes multichannel retailer reactions to economic fluctuations
The Road to Multichannel Retailing
Evolution and Impact of Multichannel Retailing
Components of Multichannel Retailing
Multichannel Customer Behavior
The Strategic Planning Process
Implementing Multichannel Strategies
Designing Effective Online Stores
Multichannel Customer Service
Synchronizing the Supply Chain
Business Intelligence and the Future of Multichannel Retailing
Instructors and Students:
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Lynda Gamans Poloian
, MEd, taught retailing, marketing, and fashion courses at Southern New Hampshire University and was Director of the Fashion Merchandising Program for more than 25 years. Poloian holds a BA degree from the University of New Hampshire and an MEd degree from Notre Dame College. She was sales promotion director for a department store, owned an international accessories company, and has done research and consulting for retail and marketing firms. She is a member and Past President of the American Collegiate Retail Association (ACRA) and a member of the Retail Merchants Association of New Hampshire (RMANH) where she chaired its Education Committee and did retail training research for the group.