Multi-Channel Retailing - DVD

Multi-Channel Retailing

$128         ©2002 Diamond Educational Productions, 20 minutes

#DEP-MCR

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.