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1 pages/≈275 words
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APA
Subject:
Business & Marketing
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Essay
Language:
English (U.S.)
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M-U8D
Essay Instructions:
Keeping current with the changes in the marketplace is often a real challenge to marketers, as sometimes changes must take place in a collapsed time frame due to globalization and the Internet. You will discuss some of these challenges and how companies can respond.
Topic: Distribution (i.e., Place) Changes
Over the years, some brick-and-mortar retailers have struggled. More customers are purchasing online, changing the distribution model.
What advice would you give to retailers to counteract this trend in the retail industry?
What argument is there for having brick-and-mortar stores? Explain.
Chapter 13: “Supply Chain Management and Marketing Channels”
Chapter 14: “Retailing”
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Essay Sample Content Preview:
Distribution Changes
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Distribution Changes
The transitioning of consumers to online shopping has created some problems, especially for brick-and-mortar retailers. To offset this, the retailers can merge online and offline systems, creating an omnichannel platform for a seamless shopping experience. Services like buy online, pick up in-store (BOPIS), and curbside pickup may appeal to clients who like the comfort of online shopping but desire the immediacy of in-store pickup (Lamb et al., 2021). Creating a unique and engaging in-store experience with interactive displays, personalized customer service, and exclusive in-store events can draw customers. Retailers can also offer exclusive discounts, early access to sales, customized recommendations, and discounts for loyal customers to make them...
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