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The Decline of Main Street, the Rise of Multichannel Retail
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Reference: ART-2454-E
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Number of pages: 8
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Publication Date: Dec 16, 2013
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Source: IESE (España)
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Type of Document: Article
Description
Six years into the economic crisis, companies have learned that they must go wherever consumers congregate and engage them there: in a flagship store on a prime shopping street; in a pop-up store calculated to surprise passers-by in an unexpected location; on the Internet; on their smartphones; in social media networks; or combining the online experience with a click-and-collect service, where goods purchased online can be picked up from a local collection point. Any channel is good, so long as it allows companies to connect with increasingly elusive consumers. But there are other reasons for the proliferation of retail formats, beyond the economic situation. This article reviews the factors that influence the way we shop today, and how these factors affect retail formats. It also looks at how different formats can be integrated into a multichannel strategy.
Keywords
big-box retailer
brick-and-mortar
catalog
category killer
click-and-collect
cloud
convenience store
data management
department store
door-to-door selling
e-commerce
fast fashion
flagship
high street
home shopping
hypermarket
kiosk
locker
low cost
m-commerce
main street
mall
marketing channels
mobile
monobrand
multibrand
multichannel
omnichannel
online
outlet
pickup station
pop-up
retail
sales stand
self-service
shoppable window
smartphone
social commerce
store-within-a-store
travel
vending
wireless