Omni-channel retail and the supply chain : working together for a competitive advantage / / Paul Myerson

• Autore: Myerson Paul
• Pubblicazione: Boca Raton, FL, : Routledge/Productivity Press, 2021
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (283 pages) : illustrations
• Disciplina: 658.7/88; 658.788
• Soggetto topico: Retail trade; Physical distribution of goods; Multilevel marketing; Electronic commerce; Business logistics
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover -- Endorsement Page -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Part I: Omni-Channel Retail and the Supply Chain -- Chapter 1 Introduction: Where We Are Today -- How Supply Chain Strategies Impact E-Commerce Success -- Omni-Channel Retail and the Supply Chain: Challenges ahead -- Omni-Channel Multiplies the Challenges for Distribution-Centric Supply Chains -- Many Options Available -- In-House -- Outsource -- Hybrid -- Integrated Marketing and Communication Plans -- Benefits of Omni-Channel to Retailers and Their Supply Chain ; Chapter 2 How We Got Here: From the General Store to Omni-Channel Retail -- Retail vs. Wholesale -- Retail and Wholesale Defined -- Retail Classifications and Types -- History of Retail -- Pre-World War II -- Retail Growth (1945-1975) -- Big Box and Category Killers (1975-1990) -- Retail Consolidation (1990-2000) -- The 21st Century (2000-Present) -- Digital and Physical Experience -- Retail's Value in the Distribution Channel -- Value as a Utility -- Value as an Activity -- Vertical Integration to Add Value -- Value Chain -- Activities That Add Value -- Strategies for Tough Times ; Chapter 3 Multi-Channel vs. Omni-Channel -- Multi-Channel Retail -- Omni-Channel Retail -- Omni-Channel Fulfillment -- Last-Mile Delivery -- A Unified Approach -- The Omni-Channel Experience Varies as Shown by Some Examples -- Access and Sharing of Information Is Key -- Part II: Traditional vs. Omni-Channel Marketing -- Chapter 4 Marketing 101 -- Definitions and Overview of Marketing -- The Marketing Process and the Steps Involved -- Marketing Management: Strategy, the Value Proposition, and Marketing Mix -- The Value Proposition -- Marketing Mix ; Marketing Techniques to Understand the Marketplace and Customer Needs -- Targeting Segments -- Differentiation and Positioning -- Marketing Strategy Process -- Marketing Strategy Development -- Market Program Development -- Creating and Managing Customer Relationships -- CRM's Different Meanings -- The Benefits and Advantages of CRM -- How Do Different Business Functions Benefit from Using CRM? -- Chapter 5 Omni-Channel Marketing: The Internet and Emergence of E-Commerce and Its Impact on Traditional Marketing -- The Growth of Digital and Mobile Technology -- Social Media Marketing (SMM) ; Social Media Concepts -- Social Media Platforms -- Mobile Marketing (MM) -- Mobile Marketing Strategies -- How the Digital Age Has Changed Marketing -- Part III: Traditional vs. Omni-Channel Distribution -- Chapter 6 Supply Chain and Logistics 101 -- Historical Perspective -- Organizational and Supply Chain Strategy -- Mission Statement -- Objectives -- SWOT Analysis -- Strategic Choices -- Supply Chain Opportunities and Challenges -- Segmenting the Supply Chain -- Chapter 7 The Internet and the Emergence of E-Commerce and Their Impact on Traditional Supply Chain and Logistics -- Impact of the Internet on the Supply Chain.
• Sommario/riassunto: Omni-Channel Retail and the Supply Chain The days of going to the local department store to buy a television, view the options available, and make a purchase now seem "quaint." The emergence of the internet, smartphones, social media, and other technologies has opened a world of new options for consumers (and businesses) to review, research, and buy online with an ever-increasing array of delivery options. The emergence of e-commerce has resulted in what is commonly known today as "omni-channel" marketing, in which customers engage with companies in a variety of ways, including in a physical store or online via websites and mobile apps. This process puts the supply chain "front and center," as consumers are increasingly demanding and browsing, buying, and returning goods through various channels, not just the traditional "brick and mortar" way. To accomplish this with high levels of service while remaining profitable requires real-time visibility of inventory across the supply chain and a single view of consumers as they continuously move from one channel to another. While this is a boon to consumers, it has made the already complex global supply chain even more challenging to manage. On top of that, the 2020 Covid19 pandemic has accelerated this omni-channel retail trend, as consumers need even more ways to order and additional options for last-mile delivery, such as curbside pickup. Covid19 has exposed a lack of flexibility and readiness, resulting in shortages of everything from toilet paper and meats to personal protective equipment (PPE) and ventilators. It has been a real-life example of the "bullwhip effect," where variability at the consumer end of the supply chain results in increased variability as one goes upstream towards distributors, manufacturers, and suppliers. This results in shortages, misallocations, and increased costs. No longer can a manufacturer, distributor, or retailer of consumer products just "fill the pipeline" and wait for orders to come in. Now, they must anticipate various purchases and delivery items, while at the same time minimizing costs. To do this is no easy task, requiring a Lean, agile, and responsive supply chain. Until now, there was no existing "playbook" for organizations to navigate their way through this new world. This book describes the impact of omni-channel marketing on the supply chain and logistics functions, and is intended to help management meet the needs of not only today's ever-changing world but to anticipate what may be required in the future to achieve superior customer service, profitability, and a competitive advantage.
• Titolo autorizzato: Omni-Channel Retail and the Supply Chain
• ISBN: 1-00-312341-4; 1-003-12341-4; 1-000-26442-4; 1-000-26444-0
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910860834603321
• Lo trovi qui: Univ. Federico II