channels based on a target market analysis and other considerations we reviewed in chapter 17, retailers must decide witch channels to employ to reach their customers. increasingly, the answer is multiple channels. staples sells through its traditional retail brick-and-mortar channel, a direct-response internet site, virtual malls, and thousands of links on affiliated sites.
as chapter 17 also explained, channels should be designed to work together effectively. although some experts predicted otherwise, catalogs have actually grown in an internet world as more firms have revamped them to use them as branding devices and to complement online activity. victoria's integrated multichanel approach of retail stores, catalog,and internet has played a key role in its brand development.
channels based on a target market analysis and other considerations we reviewed in chapter 17, retailers must decide witch channels to employ to reach their customers. increasingly, the answer is multiple channels. staples sells through its traditional retail brick-and-mortar channel, a direct-response internet site, virtual malls, and thousands of links on affiliated sites.as chapter 17 also explained, channels should be designed to work together effectively. although some experts predicted otherwise, catalogs have actually grown in an internet world as more firms have revamped them to use them as branding devices and to complement online activity. victoria's integrated multichanel approach of retail stores, catalog,and internet has played a key role in its brand development.
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