The document discusses different retail channels including stores, internet, catalogs, and automated channels. Stores allow consumers to see and touch products in person with help from salespeople. The internet provides a broader selection that can be viewed from anywhere along with more product information. Catalogs are printed and mailed to consumers. Automated channels include vending machines. The document compares pros and cons of stores versus the internet, and suggests direct selling could help new businesses by allowing personal, face-to-face transactions.

1. Multichannel Retailing
Assignment 1 Ashley Gann

2. Store Channel
• A location where consumers can literally walk in, see the product,
and purchase it right then and there.
– Immediate Gratification – No waiting time
– Touching and Feeling Products – Using all 5 senses to examine a product
– Personal Service – Salespeople can provide meaningful, personalized info
• Department Stores
– JCPenny, TJ Maxx
• Convenience Stores
– Common Cents
• Grocery Stores
– Safeway, Family Thrift Center

3. Internet Channel
• Consumers can view products via the Internet
– Deeper and Broader Selection – Extreme variety and assortment from a
huge selection of retailers
– More Info Evaluating Merchandise – Vast amount of info available online
including reviews or recalls to easily compare
– Personalization – Web pages collect info you provide to market to your
taste as well as provide live chats to talk to customer service
• Amazon
• Online Auctions
– Ebay
• Most retail stores have a website to order off of as well

4. Catalog Channel
• Printed catalog mailed to consumers displaying products sold
– Safety – Ability to shop wherever you feel most safe
– Convenience – Ability to choose your shopping location
– Easy to Use – Index for easy navigation
• Avon
• Some Department Stores
– JCPenny

5. Automated Channel
• Products are displayed in machines that dispense directly to
consumers
– Convenient – Located in high traffic areas
– Payment Method – Cash, Credit or Debit Cards
– Variety – Nearly anything small can be placed in a vending machine
– Food, Drink, Movies, Tobacco, First Aid, Hygiene products
• Movie Rentals
– Redbox
• Hotels
– Hygiene products (Combs, Razors, etc)
• Drink Companies
– Coke, Pepsi, Powerade

6. Store vs. Internet
Store Pros
• Touching and Feeling
• Personal Service
• Risk Reduction
• Immediate Gratification
• Entertainment/Social
• Browsing
• Cash Payment
Internet Pros
• Safety
• Convenience
• Broad and Deep Assortment
• Extensive and Timely Information
• Personalization

7. Store vs. Internet
Store Cons
• High Traffic
• Smaller Variety and Assortment
• Limited Product Information
• No Personalization
• Less Safe
Internet Cons
• No Physical Touch and Feel
• Product Waiting Time
• No Cash Payment
• Limited Customer Service

8. Store + Direct-Selling
• Both methods display the act of a salesperson and consumer
meeting face-to-face to conduct a business transaction
– This would improve newer businesses that don’t have their name out yet
– Expand market reach
– Sell to less developed countries
– Handicapped or disabled that are unable to go directly to store or shop online
– Create a more personal, friendly feel to shopping