多渠道零售业的未来趋势.ppt

多渠道零售业的未来趋势.ppt

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FutureTrendsinMulti-channelRetailing课程名称课程名称:

零售学理论与实务零售学理论与实务structureIntroductionCharacterizingConsumerBehaviorIndividualConsumerBenefitsfromDifferentStoreFormatsandChannelsComplexRetailTradeHowCanRetailersReact?

ManagementToolsandApplicationinMarketResearchCustomerLoyaltyOutlookIntroductionCommercialretailersfindthemselvesinanincreasinglycomplexenvironment.Ononehand,thiscomplexityisshapedbyestablishmentofnewchannelsandstoreformats,whilethereisalsomoderationoftheearlier“store-specificofferedgoods”targetedattheconsumer.Ontheotherhand,consumersalsodemonstratemulti-optionalbehaviourandneedsstructure.CharacterizingConsumerBehaviorHaveawidechoiceIndividualdecision-makingpatternMoreconvenienceLesstimeIndividualindependentMulti-channelbuyerBenefitsfromDifferentStoreFormatsandChannelsaccesstorealityStationaryRetailInternetShoppingTele-shoppingandT-CommerceConvenienceShoppingavarietyofbenefitsconvenienceproductspresentedClassicMail-OrderCatalogueSalesillustratingonpapertheassociatedchoicegainmaximumbenefitwithminimumeffortComplexRetailTradeHowCanRetailersReact?

FiveTruthsThreeStrategiesNineGuidingprinciplesTruthRetailstrategiesmustbebasedonthefollowingprinciplesRetailhastogiveconsumerswhattheywant.Basicinsightsintotodaysandtomorrowsmulti-optionalconsumerarerequiredRetailershavetoembraceandattractconsumerswherevertheyhappentobe.Successinretailrequiresinnovation,flexibilityandcustomerorientationtheseare“must-haves”.RetailisnotsimplyjudgedontheproductsitoffersButalsoonwhatthecompanyconcernedrepresents.StrategiesforMulti-channelInitiativesStoreformatandchannelsegmentationMarketpositioningPortfolioimplementationStoreformatandchannelsegmentationThefirststepinvolvesidentifyingthesegmentsthathavenotbeencovered,oronlypartially,bythepresentstoreformatsorchannels.Ifsufficientlyrelevant,oneormoresegments,oranewrestructuringofexistingmarketsegments,canbeusedtoimplementanewstoreformatoranewchannel,whichcanthenbeincludedintheportfolio.MarketpositioningUniquepositioningofstoreformatsandchannelswithinthemarket,withthegoalofachievingadistinctiveprofileforconsumersandthecompetition.Asidefromthecoreprofilestrategiesrelatingtoqualityandpriceleadership,itiscruciallyimportanttoimproveimage.Examplesofthiscouldbe“eventshopping”or“supply”.PortfolioimplementationExpansionofastoreformatcanbeattainedbyanincreaseinoutlets.Aretainingstrategyisfollowedwhenanexistingstoreformatisusedtorealizeandattainthehighestpossiblemargin.Eliminationofstoreformats.NewdevelopmentofstoreformatsIntegrationofexistingstoreformatswithintheportfolio.GuidingPrinciplesforSuccessfulMulti-channelRetailingTheretailerasanobserverandparticipantinthemarketInnovativeexplorationofnewstoreformatcombinationsSegmentationofexistingcustomersChannelfit:

noteverythingcanbehadeverywhereNewstoreformatsandchannelsmustbeprotestedforacceptanceContinuousexaminationofstoreformatsandchannelsCreativeelementsofidentitycultivationoftheImageJointVenture:

synergypotentialbeyondbusinessbordersrecognitionandimplementationDifferentiation:

asglobalaspossible,asregionalasrequiredManagementToolsandApplicationinMarketResearchandCustomerLoyaltyNecessaryToolsFruitsnecessarychannelviewchosebasicneedStoreformatactionBasicneedConsumerneedsPerceptionFormatsProviderFunctional,rationalneedsthatareeasilyaccessibleIdentityneedsthataredifficulttoquantifyEmotional/psychologicalneedsthatcannotbequantifieddirectlyStoreformats/channelcharacteristicsthatareobviousSocialvaluesaimedatsocialidentitySymbolism/personalityaffectingtheemotional/psychologicallevelRelatetofitSegmentationPositionCombiningToolsFruits-CustomerLoyaltyextendpossibilitieschannelfitcanbestrategicallyoptimizeddedicatestoreformatsandchannelsAnalysiswhichsegmentsvariouscustomersegmentsareloyaltytothecompetitorCustomerLoyaltyExistingEstablishingnewformatLosingAttainablemulti-offeragenuinestructureemotionalMulti-channelbuyersegmentationretailerpositionOutlookonlineofflineAsingle-channelMulti-channelWhichisrightobjectivevirtualrealE-channelstechnologyChannelmixNetwork