CH 12 - Retailing and Omnichannel Marketing

omnichannel retailing

a unified business strategy providing a seamless, consistent customer experience ascross all physical and digital channels

brick and mortar retailers

physical retailers and stores

location

the least flexible variable in the retailer’s marketing mix

category management

a retail strategy of managing groups of similar, often substitutable products produced by different manufacturers

franchising

an arrangement in which a supplier grants a dealer the right to sell products in exchange for some type of consideration

category killer

a very large specialty store that concentrates on a major product category and competes on the basis of low prices and product availability

off price retailers

stores that buy manufacturer’s seconds, overruns, returns, and off-season merchandise for resale to consumers at deep discounts