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Chapter 17 - Retailing and Omnichannel Marketing
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- 2. 17-2 L E AR N I N G O B J E C T I V E S Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. Outline the considerations associated with choosing retail partners. List the three levels of distribution intensity. Describe the various types of retailers. Describe the components of a retail strategy. Identify the benefits of stores. Identify the benefits of omnichannel retailing. Detail the challenges of omnichannel retailing. Retailing and omnichannel Marketing LO1 LO2 LO3 LO4 LO5 LO6 LO7 LO8
- 3. 17-3 Factors for Establishing aRelationship with Retailers Managing a omnichannel strategy Developing a retail strategy Identifying types of Retailers Choosing retailing partners
- 4. 17-4 Choosing Retail Partners ChannelStructure Degree of vertical integration Manufacturers brand Power of manufacturer and retailer ©M Hruby
- 5. 17-5 Choosing Retail Partners CustomerExpectations
- 6. 17-6 Choosing Retail Partners ChannelMember Characteristics Larger firms Less likely to use supply chain intermediaries Can gain more control, be more efficient, and save money.
- 7. 17-7 Choosing Retail Partners DistributionIntensity Intensive Exclusive Selective ©JeffGreenberg/PhotoEdit ©SusanVanEtten/PhotoEdit
- 8. 17-8 CHECK YOURSELF 1. Whatissues should manufacturers consider when choosing retail partners? 2. What is the difference between intensive, exclusive, and selective levels of distribution intensity?
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- 10. 17-10 Food Retailers Supermarket Supercenter Warehouse Club Convenience Store Limitednonfood Includes discount store Limited assortment Limited variety Differentiates different types of foods Wal-Mart, Meijer, K-Mart, Target Little service Includes: Costco, Sams, BJ’s Good locations Peapod
- 11. 17-11 General Merchandise Retailers •Broad variety and deep assortmentDepartment Stores • Broad variety at low pricesFull-line Discount • Limited merchandise with service in small storeSpecialty • Specialty for pharmaceutical and heathDrugstores • Discount with narrow but deep assortmentCategory Specialist • Full line, limited, very low pricesExtreme value • Inconsistent assortment of brand name at low pricesOff-Price
- 12. 17-12 Services Retailers Firms thatprimarily sell services rather than merchandise, are a large and growing part of the retail industry Ryan McVay/Getty Images
- 13. 17-13 CHECK YOURSELF 1. Whatstrategies distinguish the different types of food retailers? 2. What strategies distinguish the different types of general merchandise retailers? 3. Are organizations that provide services to consumers considered to be retailers?
- 14. 17-14 Developing a RetailStrategy Using the Four P’s: Product Providing the right mix of merchandise and services AP Photo/David Kohl
- 15. 17-15 Price Price defines the valueof both the merchandise and the service provided Courtesy DDB - London Walmart’s Profits Drop
- 16. 17-16 Promotion Retailers use awide variety of promotions, both within their retail environment and through mass media CourtesyBassProShops APPhoto/MarkHumphrey
- 17. 17-17 Place Convenience is akey ingredient to success ©M Hruby The McGraw-Hill Companies, Inc/ Jill Braaten, photographer
- 18. 17-18 Benefits of Storesfor Consumers Browsing Touching and Feeling Personal Service Cash and Credit Entertainment and Social Interaction Instant Gratification Risk Reduction
- 19. 17-19 Benefits of theInternet and Omnichannel Retailing Deeper and Broader Selection Personalization • Gain Insights into Consumer Shopping Behavior • Increase Customer Satisfaction and Loyalty Expand Market Presence
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- 21. 17-21 CHECK YOURSELF 1. Whatare the components of a retail strategy? 2. What are the advantages of traditional stores versus Internet-only stores? 3. What challenges do retailers face when marketing their products through multiple channels?