Retail, E-commerce, and Mobile Commerce

Trends and Changing Behavior:

• Empowering price sensitivty

using the latest technology to find the lowest price available

Trends and Changing Behavior:

• Nonlinear Search and Influence Patterns

consumers pursue path through a range of new communications channels including social media, moblie ads, email, search marketing

Trends and Changing Behavior:

• Channel hopping

increased communication channels through which consumers can now purchase products—> social coomerce 

Consumer Demands and Behaviors

• digital immigrants

older consumers that fundamentally view retail channels as separate and distnct

Consumer Demands and Behaviors

• digital natives

first digital generations surrounded by digital devices and internet connectivty

Consumer Demands and Behaviors

• digital dependents

emerging generation growing up in a world of broadband connections—> constant connectivity that place greater demands on retailers to use tech

The Omni Channel Retailing Concept

• Single Channel

• the legacy

• consumer contact w/ retailers limited to single channels

• retailers only had a single “touch point” with which to connect w/ consumers

The Omni Channel Retailing Concept

• Multi-Channel

• the reality

• customers see multiple retail channels available for acquiring goods and services

• retailers operate separate channels as independent “silos” that sometimes compete for consumer attention 

The Omni Channel Retailing Concept

• Cross-Channel

• the aspiration

• customers see multiple, but separate channels with which they can interact with the same brand 

  • retailers have a single view of the consumer—> but continue to operate separate channels as silos 

The Omni-Channel Retailing Concept

• Omni Channel

• the nirvana

• customers experience based on brand, not channel within a brand

• retailers leverage the functionality of each channel as well as their single view of the customer to provide optimal overall experience

B2C

• many HIGH transactions

• relatively LOW dollar amount per transaction 

B2B

• relatively LOW transactions

• relatively HIGH dollar amount per transactions