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Multichannel

In: Business and Management

Submitted By jemade2
Words 1830
Pages 8
Paper Title: The Era of Multi-Channel Marketing

The Era of Multi-Channel Marketing

In this essay I will be critically evaluating the article ‘Multichannel Retailing: A Case Study of Early Experiences’ written by Ruby Roy Dholakia, Miao Zhao and Nikhilesh Dholakia, featured in the Journal of Interactive Marketing, Vol. 19, 2; pp. 63 -75. All three authors are professor and assistant professors of marketing in various universities. Multichannel marketing is offering customers more than one way to purchase goods -for example, from a website, a catalogue, as well as in retail stores. In order to evaluate the relevance of their findings I will introduce another case study and compare the findings.

The main focus of the article is the description of the move into multichannel retailing of a brick-and-mortar and catalogue retail company through the addition of Internet retail. By analysing the purchase data from 530,000 customers the authors came to the conclusion that those who became customers through the Internet bought less often than those who became customers through the catalogue and physical stores. This is an indication that the Internet is an evolving channel.

The main findings revealed expanding channel choices offers many benefits despite the learning costs; customer characteristics play a strong role in their use of specific channels. Customer behaviour is strongly influenced by marketing efforts.

When reading an article one would expect the information to be focused and concise, though in this article that is not the case. It is very repetitive and written in such a way that neither grasps the attention of its audience nor provides clear information. The sentences are often too long and monotonous.

Well-defined sections are definitely one for the articles strongest point. They allow the reader to quickly find the information he is...

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