Services and Retail Marketing - DTECH audio company private limited.

Running head: SERVICES AND RETAIL MARKETING
SERVICES AND RETAIL MARKETING
Name of the Student
Name of the University
Author note

SERVICES AND RETAIL MARKETING
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Table of Contents
Introduction......................................................................................................................................2
Question 1........................................................................................................................................2
Multichannel vs. Omnichannel....................................................................................................2
Key customer experiences...........................................................................................................4
Five dimensions of customer experiences...............................................................................4
Service quality.........................................................................................................................5
Inter-personal relationship.......................................................................................................6
Marketing mix.............................................................................................................................7
Question 2........................................................................................................................................8
Conclusion.......................................................................................................................................8

SERVICES AND RETAIL MARKETING
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Introduction
The chosen company is DTECH audio company private limited. It is a very popular retail
company in Hong-Kong (Adapa et al. 2020). They provide different kinds of microphones like-
cable microphones, instrument microphones and many others.
This report discusses the comparison between multi and omnichannel, key consumer
experiences, key service quality issues and the 7P principle of the marketing mix (Adapa et al.
2020). It also discusses the competitor of the suggested company as well as recommended
technology.
Question 1
Multichannel vs. Omnichannel
Multichannel marketing can perform the interaction with the customers on different
platforms of DETECH audio company. The channel may have cable micro-phone, instrument
microphones, and wireless microphones and conference microphones. Omnichannel marketing
refers to the multi-channel sales of DTECH audio company limited. It gives integrated shopping
experiences to the potential consumers of the company. A customer can perform online shopping
from a desktop or mobile device (Agarwal and Dixit 2020). It can be performed with the help of
a phone and a brick and mortar store. The experiences will be seamless.
The main target of the multi-channel approach of the company is to receive the word-out
with the help of the maximum possible number of channels. It is totally related to the casting of
the widest net for getting most of the customer engagements. With the help of a multi-channel
strategy, two or more channels are used to involve the consumers of the company. The Omni-

SERVICES AND RETAIL MARKETING
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channel approach of the DTECH audio company private limited provides the inter-relation to
every channel for engaging with the consumers (Agarwal and Dixit 2020). By using this
approach, a company has wonderful experiences with the brand for every channel. It is used by
the company to establish a good relationship between the consumer as well as the brand.
The multi-channel approach is simple distribution of messages and it encourages the
customer to call on action for DETECH audio company. The omni-channel method also follows
the same procedure but there is some extra effort is necessary (Agarwal and Dixit 2020). It helps
the consumer to constantly get in touch with the consumer. It collects the data from the consumer
to learn the details about them. It highlights some specified areas which require more effort than
omni-channel.
Omni-channel is entirely based on the service provider, not based on the channel of
DETECH company. It makes very easy experiences for the shopper. It indicates that it provides
consistent management (Adapa et al. 2020). On the other hand, multichannel provides several
different channels like social media, mobile, email and many others. Eachand every channel is
different from the other. They are also independent. It can work smoothly in vacant place. Every
channel has its own methodology and targets.
Key customer experiences
Five dimensions of customer experiences
There are five dimensions of the customer delivery systems in the currently deployed
channels of DTECH audio company private limited. These are as follows:
 Ecosystem