As more retailers develop a web presence, they often move from a "brick-and-mortar" to a "click-and-mortar" business model where customers expect channel integration.
Can you identify any potential problems for these companies?
Can you identify any unique marketing opportunities that such a change would offer these companies?
The advent of print media, the telephone, radio, television, and the Internet have all provided new ways for marketers to get their message to their intended audience. As various technologies advance, these information channels offer more precise delivery of a message.
Can you identify an emerging information distribution channel?
In addition to preparing the discussion questions, find a relevant article in a Journal or Newspaper relating to the issue of customer focus or Customer Relationship building for discussion on the forum. The discussion will consider:
a) Why is this article relevant to the topic?
b) Can any of the marketing related theory from this chapter be related to the article?
c) What can be learned from this?
Brick and motor and click and mortar business model companies:
A click and mortar business model refers to business which conduct online services through the use of the web and traditional retail outlets where people are staffed. A physical store as a well as a website are the various media required by the click and mortar companies utilizing the model. The various advantages associated to this model include the capability of ensuring a faster and a reliable online or traditional as well as services which are conducted on a face to face basis.
Business and companies which make use of this model find it hard to implement this model as the model is considered complex and difficult to implement as a result of the existence of both offline and online capabilities.
Unique Marketing Opportunities:
There are various unique marketing opportunities which could be faced by the various companies which opt to change from brick and mortar to click and mortar may experience such as the increase in the number of customers that the company will serve which means an increase in the amounts of revenue that the company generates. In addition to this opportunity, ...
The business models for unique marketing opportunities are examined.