Home Apparel Twitter map of APP logo

Apparel Magazine

CONTACT US | SUBSCRIBE | NEWSLETTER | RSS Feeds RSS FEEDS

Welcome, Guest |   Sign In   |   Register  
Apparel Magazine
 
Print Email Page RSS Feeds

Posted Date: 4/1/2003

Shop.org Forum Addresses Multi-Channel Retailing

By JULIA FEIN AZOULAY

Multi-channel retailing was the focus of the Shop.org 2003 Members' Forum held Jan. 15 in New York City, where speakers discussed 2002 holiday e-tailing results and strategies for improving the online shopping experience.

Search and navigation solution providers were among the event's exhibitors, offering tools for customer-satisfaction response and consumer behavior analysis. Solutions for electronic payment verification and credit card fraud prevention also were featured.

Attending the event were more than 200 "friendly competitors," as Ray Greenly, Shop.org's vice president of research described them, representing such e-tail power players as Lands' End, Coldwater Creek, QVC, Nike Retail, Target Corp., Victoria's Secret, Nine West and Talbots as well as Yahoo, AOL and LookSmart.

Shop.org, a division of the National Retail Federation, cited a recent Shop.org/BizRate.com online holiday mood study, which found that 49 percent of online consumers claimed an increased level of online shopping this past holiday season and 84 percent were "somewhat" or "very" satisfied with their online experience.

Kirthi Kalyanam and Dale Achabal of Santa Clara University moderated a panel on multi-channel strategies, urging that "true multi-channel advantages will be realized when the organization engages in strategic blending of key assets across value chains."

"Few organizations to date have comprehensively leveraged key linkages," Achabal observed. He pointed to two types of linkages: "linkages driven by the customer, across channels" and "back-end linkages, where one channel creates value for another."

Achabal advised retailers to consider a variety of factors in developing multi-channel strategies, including consumer expectations, assortment characteristics (i.e., the mix of branded vs. private label, price points, product line breadth and SKU intensity) and company structure (i.e., its fulfillment capabilities and margins vs. asset intensity).

Further developing this discussion were panelists Joan Broughton, vice president of online and direct sales, Recreational Equipment Inc. (REI); Gene Domecus, senior vice president, e-commerce, Macys.com; and Denise Incandela, senior vice president, business development, Saks Direct, Saks Fifth Avenue.

"REI employees are very passionate and participate in the outdoor activities the Web site supports," said Broughton. "[Their] educational capability was a big part of REI's strength, [so we] included a strong educational component on the Web. People expect advice and product intelligence."

One distribution site serves both REI's stores and direct sales, and all REI channels use the same support centers to ensure a consistent experience for consumers. Broughton noted that this past August REI introduced in-store pick-up for items ordered online, and saw a 700 percent surge in boat and kayak orders from August to December. REI implemented the Oracle9i Database with Real Application Clusters to power this multi-channel retail experience.

Ultimately, Achabal and the panelists echoed basic retail wisdom brought forward into the e-tail era. As Achabal concluded: "Companies in this environment need to build customer-centric organizations. Having a multi-channel presence doesn't mean you have a multi-channel strategy."

JULIA FEIN AZOULAY is an Apparel contributing author. Based in New York, she may be reached at e-mail: JAzo478796@aol.com.

Rate this Content (5 Being the Best)
12345
Current rating: 0 (0 ratings)

 


Discover How To Keep Up With More of Your Mobile Customers
6/24/2014 11:00:00 AM (EST)
Moderator:
Susan Nichols, Publisher, Apparel Magazine
Panelists:
Ron Klein, "Total Retail" Service Leader, PwC Advisory
Annabelle Hoover, Director of Customer Service, North America, BROOKS SPORTS, INC.
Marie-Pascale Authie, Solution Consultant, Infor Fashion
Bob McKee, Industry Strategy Director, Infor Fashion
View On Demand

Planning in the Omnichannel World with a Single View of Inventory
5/13/2014 11:00:00 AM (EST)
Moderator:
Susan Nichols, Publisher, Apparel Magazine
Panelists:
Rich Pedott, Partner, Columbus Consulting
Peter Charness, SVP America’s & CMO, TXT MAPLE LAKE
View On Demand

The Reinvention of B2B eCommerce The Reinvention of B2B eCommerce
5/1/2014
Online sales and marketing vehicles are one of the most important channels fashion has for engaging with customers, but optimizing the value of your electronic interactions can be a complex undertaking. Front-end websites must be user-friendly and smart, but just as critical is tight integration to the back office systems used to produce, manage, and control the products you sell. If you cannot create an online platform that delivers across all fronts, you’re missing critical opportunities to engage with customers, increase sales, and extend your market reach across global time zones. Read this White Paper – authored by Bob McKee, Infor Industry Strategy Director, where he will share insights into the eCommerce market and just how Fashion companies can deliver on a 24/7 sales economy.

Download Now

Benefit-Based Promotions: How to Capture Real Value Without Giving Away the Store Benefit-Based Promotions: How to Capture Real Value Without Giving Away the Store
5/1/2014
L.E.K. Consulting discusses how retailers can avoid promotional traps by using the benefit-based promotional strategy to garner higher same-store sales and more profitable and incremental sales.
Download Now



MEDIA KIT | EDITORIAL BOARD | PRIVACY STATEMENT | TERMS & CONDITIONS | CONTACT US
All materials on this site Copyright Edgell Communications. All rights reserved.