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Multichannel retailingPage issues

Multichannel retailingor Omnichannel retailingis the use of a variety of channels in a

customer's shopping experience including researchbefore a purchase.[1][2]Such channels

include retailstores, online stores, mobile stores, mobile app stores, telephone sales and

any other method of transacting with a customer.[3]Transacting includes browsing, buying,

returning as well as pre-sale and after-sale service.

History

Up until the early 1990s, retail was either a physical brick and mortarstore or catalogsales

where an order was placed by mailing it to the merchant or via telephone. Catalog sales

started in the late 1800s when Sears & Roebuckissued its first catalog.[4]Over 20 years

later, L.L. Beanstarted its catalog business.

In the early 1990s, AOL, CompuServeand Prodigyexperimentedwith selling through their

proprietary online services. This was the start of sales channel expansion in a retail

environment that had changed little in nearly a century. While general merchants (e.g. the

corner store) had evolved to department storesand Big Box, electronic ordering was a

whole new frontier. Internet transactions were taking place sporadically, but they weren't

secure (e.g., credit cardswere passed in the open rather than being encrypted).
https://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Department_store&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFlZlkYfH4EKxsZWGSlX4HjcS1I0_ghttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Big_Box&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnRr5zUqzQAES23tYSRM0ifqwkqgwhttp://-/?-https://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Encrypt&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnqMLtlsSrXErW-06h60Djkdae1MAhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Credit_card&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFmTHdsiMp7iOFIkWxkufvOiBCenMghttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Big_Box&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnRr5zUqzQAES23tYSRM0ifqwkqgwhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Department_store&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFlZlkYfH4EKxsZWGSlX4HjcS1I0_ghttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Prodigy_(online_service)&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFklT_D9b4RVQ8cxXQFanQNS2rNGOwhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/CompuServe&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFknfMxlhBG-uVAoiQPne_SftFijAwhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/AOL&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnvRl1m1LQZUkFZfqAAilYO3M4PGwhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/L.L._Bean&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnx5WkRZ9FPXEDL3e8jS88gGSZb0ghttp://-/?-https://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Sears_%2526_Roebuck&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnh5Y72o74NHrEK_x4rn-zlLL7xsAhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Mail_order&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFlB0sB03yuUWBPZAd504YMVRluglAhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Brick_and_mortar&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFmFGPpkjyQTsnPTygEVW-f4x4H7Fwhttp://-/?-https://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Online_store&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFm9_RFgwb5ZL5vaNZusBe3ZGFVcLAhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Retail&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFl6abu60KBGygM_H21CBvqHy2347Qhttp://-/?-http://-/?-https://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Multichannel_retailing%23/issues&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFmtY-VA2izpnSnRIeXRA4yEJeVj6ghttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Multichannel_retailing&lite_escape=&fs=


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This started to change in August 1994 when NetMarketprocessed an Internet sale where

for the first time the credit card was encrypted. Shortly thereafter,Amazon.comwas

founded and eCommercesales channel established itself. Mobile commercearrived in

1997, and multichannel retailing really took off. Multichannel retailing is about selling

through a variety of sales channels, but these sales channels are generally independent of

one another so they are not integrated; as a result, this rarely provides a consistentcustomer experience. Integrating the sales channels is just starting to get some attention

and is widely viewed as the next evolution of retailing which is being as coined as

omnichannel retailing.[5]

Definition

Multichannel retailing or omnichannel retailingis often said to be dictated by systems and

processes when in fact it is the customer that dictates the route they take to transact.

Systems and processes within retail simply facilitate the customer journey to transact and

be served. This is no longer a linear process, but is now due to multiple channels a very

complicated path to purchase.[6]Pioneers of multichannel retailing include L.L. Bean, Land's

End, Macy's, Next PLC, John Lewis and Neiman Marcus, though specialist businesses such

as ChannelGrabber have helped make the concept the success that it is in modern

eCommerce. The pioneers of multichannel retail built their businesses from a customer-

centric perspective and served the customer via many channels long before the term

'multichannel' was used.

Omnichannel retailing is the use of all physical channels (offline) and digital channels

(online) which offers a seamless, innovative and unified customer experience. Omnicomes

from the Latin "omnis" which means "every/all" and channelsrefers to the method in which

consumers interact with the company.[7]

References

^Dholakia, R. R.; Zhao, M.; Dholakia, N. (2005). "Multichannel retailing: A case study of early

experiences". Journal of Interactive Marketing19(2): 63. doi:10.1002/dir.20035 .
https://googleweblight.com/?lite_url=https://dx.doi.org/10.1002%252Fdir.20035&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFl2QpVgoUBjPK_S5xjwEsJN4xwPXQhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Digital_object_identifier&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnGzHM0KzuLf5NMdn2B8u8Wd77Q5Ahttp://-/?-https://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Neiman_Marcus&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnpvy9Nf-RDV80_1H5B8zT8TO9AxAhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Macy%2527s&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnqZ8Ki_p0dK7xNj9_azPiZamsn7Ahttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Land%2527s_End&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFmCmP2JqoTpmMivXv5hhD_LW0vaUghttp://-/?-https://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Omnichannel_Supply_Chain&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFmNnpCGCJxv_RaB2C69NX6MZn2HfAhttp://-/?-https://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Mobile_commerce&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFk0Zc9JeWN2VZcyIWDbkY5XqcPiWghttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/ECommerce&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnV7Fd2CE3LS0YxL7MPdIZp8Mh0sQhttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/Amazon.com&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFmpvCBEy9qaAww2rdSkWkRwAtDI2ghttps://googleweblight.com/?lite_url=https://en.m.wikipedia.org/wiki/NetMarket&lc=en-IN&geid=7&s=1&m=104&ts=1444098246&sig=APONPFnH9SwCXjcEB60-t7FRiDIAMrW-6w


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^McGoldrick, P. J.; Collins, N. (2007). "Multichannel retailing: Profiling the multichannel

shopper". The International Review of Retail, Distribution and Consumer Research17(2):

139. doi:10.1080/09593960701189937 .

Ôptions Mail Order (2015). Multichannel Retailing Inforgraphic

^searsarchives.com History

înformation-age.com Why omnichannel retail is more than just a buzzword

Înfographic: The Chutes & Ladders Approach to an Effective Omnichannel Experience

Â briefing on managing omnichannel retail

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