Omni-channel Retail Marketing

Running Head: MARKETING 1
Omni-channel Retail Marketing
University Name:
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Date: 7 June 2019

MARKETING 2
Omni-channel is considered as the retailing future, and there is no way to get out of it.
It’s exactly what customers were expecting and where they spend their amount (Jones, 2016).
The marketing through Omni-channel is referred to as when the retailers make use of various
channels to meet the customers, for the purpose of creating the seamless as well as much
more holistic experience of retailing (Brown, 2014).
In the ongoing race of physical stores vs online shopping, there is no one who will
win. The sales numbers of retailing are also highly dwindling for several years, where else
online sales figures are also rapidly increasing (Brown, 2014). In specific, Amazon has
achieved the highest growth chunk, and through making the current Whole Food purchase, it
seems to appear that marketing through Omni-channel for the retailers around the world is
advantageous (Brown, 2014).

MARKETING 3
Warehouse Stationery has adopted Omni-channel marketing a long time back. It has
taken this strategy for strengthening the position of e-commerce through enhancing online
sales fulfilment (Jaravaza & Chitando, 2013). Its journey is ongoing by making use of E-bay
Ship to store and Company in-store pickup. They are also making use of new paths that
initiate them to make use of a single system of selling for the interaction with customers
(Levy, Weitz & Grewal, 2018). In the present environment of business, the capabilities of
Omni-channel begin the involvement of core shoppers with the retailers and make them visit
the physical store (Jaravaza & Chitando, 2013).
Warehouse Stationary ‘multiple channel’ / ‘multi-channel (Omni-channel)
Warehouse Stationery has adopted the Omni-channel approach, in order to make the
people shop in the way they want to, whether it's from home, store or the mobiles, through
the help of Warehouse stationary direct catalogue (Pope, Lane & Stein, 2012). The company
has various formats of the shop, which meet the requirement of customers (12 forecasts for
the retail industry in 2017, 2017). Few drives towards the large stores, other than to do the
shopping for fresh foods over the local high street, where else few find it easy to do the
shopping from online sources and order the shopping straight to their home (Pope, Lane &
Stein, 2012). Nevertheless, Warehouse stationery provides the facility of online shopping;
consumers are able to easily make the low trips to Warehouse stationery for stocking up the
day to day requirements (Levy, Weitz & Grewal, 2018). The service is referred to as
something that can go hand in hand for the busy ladies, as it initiates the consumers to do
shopping comfortably from their home (Pope, Lane & Stein, 2012).
Currently, Warehouse stationery has stayed as a successful company under Omni-
channel retailers with the increase in online sales (Pope, Lane & Stein, 2012). In the 2010
yearly report, it was mentioned that Warehouse stationery had reported that there the

MARKETING 4
company profits were rolled by around 10.1% to around £3.4bn, along with £136m through
the increase in online sales (Pope, Lane & Stein, 2012). It was noted that by 2011 end, the
company had recorded that online sales were increased by 15% (Pope, Lane & Stein, 2012).
The Omni-channel approach adopted by Warehouse stationery was the essential
formula behind the success of the company, and therefore, the company provides the key
example for showing how the successful retailers can efficiently work or operate their both
offline and online services, and also integrate, in order to complement one another (Pope,
Lane & Stein, 2012). Indeed, the formula behind the success of Warehouse stationery seems
to look towards the future. It's published in one of the Deloitte reports that shopping future
exists in the digital era and the options it offers to their customers (Levy, Weitz & Grewal,
2018). As per Deloitte, Omni-channel shoppers spend around 82% higher for every
transaction they made, in comparison with the one who makes buy-in-store (Pope, Lane &
Stein, 2012). It is analysed that the distribution channel includes various stages relying on
how different company are engaged in it (12 forecasts for the retail industry in 2017, 2017).
Warehouse Stationery has also introduced their F plan, which includes the complete
cages, trucks as well as containers, which go a few miles and raise the economy of fuel
(Pope, Lane & Stein, 2012). The plan of the company is supporting them in attaining the
goals related to distribution emissions for every product delivered by 2012 (Winter, 2018).
It's known as the stepping stone towards the retailer's final objective to meet the carbon
neutral by the year 2050 (Jaravaza & Chitando, 2013). The problems initiated are related to
Warehouse Stationary optimisation of the network to assist the growth in business as well as
efficiency improvements (Levy, Weitz & Grewal, 2018). Warehouse Stationery has also
reduced the various distribution centres from around 36 to around 26 that are located
strategically (Winter, 2018).