Multi-Channel
Retailing (DVD
and VHS)
©2002 Diamond Educational Productions, 20 minutes
#DEP-MCR, Price $128 DVD, $108 VHS
Once limited to making the vast majority of their purchases in
brick-and-mortar operations, today's consumer has been given other choices by
which their needs may be satisfied. Understanding the importance of joining the
fray of the catalog merchants and E-tailers who conduct their business solely
through one or two of these means, most brick-and-mortar companies have expanded
their operations to include both on-site and off-site divisions, now calling
themselves multi-channel retailers. Speaking to this business model that now has
captured the attention of citizens all across the United States is Allen
Ellinger, managing partner of marketing Management Group, and John Riordan, Vice
Chairman of the International Council of Shopping Centers.
Companies that were primarily brick-and-mortar companies that
have successfully expanded their operations into multi-channel retailing such as
Crate & Barrel, Marshall Field, and others will be examined to show how
their operations have benefited from this new retailing approach.
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