Multi-Retail Channels: Marketing Strategy and Business Applications

This report delves into the concept of multi-retail channels, exploring their significance in modern marketing. It begins by defining multi-retail channels and outlining their purpose: maximizing income and customer loyalty. The report then categorizes the various types of multi-retail channels, including social media, marketplaces, and comparison shopping engines, providing detailed explanations and examples for each. Furthermore, the report analyzes the advantages and disadvantages of adopting a multi-retail channel strategy, discussing improved customer awareness, increased exposure, and boosted sales, while also addressing challenges in stock control and management. The application of multi-retail channels is illustrated through case studies, with a focus on how fashion brands like Vera Bradley Healthcare Apparel are leveraging these strategies. The report concludes by emphasizing the growing importance of multi-channel retailing in the 21st century and its potential to drive sales.

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SCOPE
• The meaning of Multi-Retail Channels
• Types of Multi-Retail Channels
• Advantages of Multi-Retail Channels
• Disadvantages
• Application of Multi-Retail Channels by
businesses-Fashion Brand
• Conclusion

MULTI-RETAIL CHANNELS
• Marketing Strategy
• Maximize income and loyalty
• Main targets are the consumers

PURPOSE
To Generate a flourishing multi-channel occurrence.
Create a prosperous actions in business that seems
unapproachable to various retailers.
To meet customers expectations.
To reach their customers as well as meet their expectations.

TYPES OF MULTI-RETAIL CHANNELS
 Social media,
 Marketplaces, and
 Comparison shopping engines.

SOCIAL MEDIA
 Social Media has proved to be a fresh and fast-moving sales
channel.
 Many social sites are no longer used for advertisement only,
but also for sales where visitors are changed to buyers.
 They are designed in a way that facilitates buying through
inclusion of “buy button” just below or on top of the picture
of the item being sold.

COMPARISON SHOPPING ENGINE
This is a significant way to unleash the product to
outshine the other ones from the competitor’s side.
Some of these include Google Product Search and
dShopping.

MARKET PLACES
These include platforms such as eBay and Amazon among
others.
In these channels, businesses provide their products for sale.
In this case, it’s the shoppers who begin the search on a
marketplace.

ADVANTAGES OF MULTI-RETAIL
CHANNELS
 Improved customer awareness
 Increased exposure
 Improved customer reception
 Boosts sales

DISADVANTAGES
 Challenges in stock control.
 It can be quite challenging to manage all the channels
concurrently in a manner that is effective and ensures
customer service is not compromised.
 Management challenges.
 A multi retail channel puts strain on the existing resources
including human resource.

APPLICATION OF MULTI-RETAIL CHANNEL
 Most fashion companies are making good use of this strategy through posting their
products online especially on social media sites.
 Vera Bradley healthcare apparel, a notable retail in Abu Dhabi is capitalizing on
the strategy.
 The company has no physical store and operate purely on multi-retail channel.
 They receive clients through eBay, Amazon as well as Facebook and make delivery
to the required location.