Multi-channel distribution, hereafter referred to as the larger literary spread of the term multi – channel retailing (“MCR”), is a marketing strategy that is indispensable in today’s retail landscape. At the same time, the linking of different distribution channels is not a new phenomenon and in practice has been practiced long before the invention of the Internet, e.g. in the form of catalog shipping and stationary sales, successfully practiced. (cf. Rittinger, 2014) The topic has first through the commercialization of the Internet gained new relevance and has become the explosive proliferation of smartphones ultimately one of the key topics of today’s sales development history. (cf. Schramm – Klein, 2012) In the present elaboration of this topic, the phenomenon from the manufacturer’s and the customer’s point of view will be examined disadvantages of this distribution system concept. First of all, the fundamentals necessary for understanding, beginning with the definition of the term and its conceptual delineation are explained and in the course of this, the difference between the integration and the separation of the distribution channels in an “MCR” system is discussed. In addition to the possible manifestations of such a distribution channel layout, the two development paths to the “MCR” should take place. The explanation of the basics ends with the presentation of the Sales channel selection determinants. In the third chapter, according to the objective given to this work presented the advantage and disadvantage of an “MCR” system after having presented the general condition to be observed in sales today. Chapter four discusses the concept of cross – channel management and how it benefits consumers and entrepreneurs by integration distribution channels. In particular, one of the most important trends in the sales landscape will be discussed the “Omni Channel Sales”. (cf. n.p., 2015a) To conclude this term paper, a conclusion is drawn in Chapter five.
Table of Contents
- Introduction
- Basics of Multi - Channel - Retail
- Definition and demarcation
- Integration vs. separation of distribution channels
- Types of multi – channel – retailing
- Development paths to Multi Channel Retail
- The Multi-channel customer
- Determination of the distribution channel choice
- Multi-channel – retailing from today's perspective
- Current framework conditions and trends
- Advantages and disadvantages from manufacturer and dealer point of view
- Advantages and Disadvantages from the consumer's point of view
- With Cross-Channel – Management to omnichannel distribution
- Cross Channel – Management
- The Omni-Channel sales
- Conclusion
Objectives and Key Themes
This term paper aims to analyze the advantages and disadvantages of multi-channel retailing from the perspective of both manufacturers and customers. The paper examines the historical development of multi-channel retailing, its current state, and its potential future trajectory. It also delves into the concept of cross-channel management and its application in the development of omnichannel sales.
- The evolution and development of multi-channel retailing.
- The impact of multi-channel retailing on manufacturers and customers.
- The integration of different distribution channels in a multi-channel environment.
- The role of cross-channel management in achieving omnichannel sales.
- The challenges and opportunities presented by the multi-channel retailing landscape.
Chapter Summaries
The first chapter introduces the concept of multi-channel retailing and discusses its historical development and contemporary significance. The second chapter provides a comprehensive overview of multi-channel retailing, defining its core principles and examining different approaches to channel integration and separation. The third chapter explores the current landscape of multi-channel retailing, analyzing the key trends and framework conditions that shape the industry. This chapter also delves into the advantages and disadvantages of multi-channel retailing for both manufacturers and customers.
Keywords
The primary focus of this term paper is on multi-channel retailing (MCR), which encompasses a range of concepts including distribution channel design, customer experience, channel integration, cross-channel management, omnichannel sales, and the advantages and disadvantages of multi-channel strategies for both manufacturers and customers.
- Quote paper
- Anonym (Author), 2019, The multi channel sales. Advantages and disadvantages from the manufacturer’s and customer’s point of view, Munich, GRIN Verlag, https://www.grin.com/document/512181
