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Understanding Multichannel Retailing: Benefits of Store, Catalog, and Internet Channels

Multichannel retailers utilize multiple platforms to sell their merchandise, combining the strengths of each channel to enhance customer satisfaction. Physical stores provide benefits like product interaction, instant gratification, and personal service. Catalogs offer convenience and accessibility, while internet shopping excels in personalization and extensive product selection. By leveraging these diverse channels, retailers can attract a wider customer base and meet varied consumer needs effectively.

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Understanding Multichannel Retailing: Benefits of Store, Catalog, and Internet Channels

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  1. Retail Channels By Megan Hultz and Tabitha Smith

  2. Multichannel retailers Multichannel retailers are retailers that sell merchandise or services through more than one channel. By using a combination of channels, retailers can leverage the unique benefits provided by each to attract and satisfy more customers.

  3. Store • Stores offer several benefits to customers that they cannot get when they shop through catalogs or on the internet • Benefits • Browsing • Touching and feeling merchandise • Cash payment • Instant gratification • Personal service • Entertainment and social interaction • Risk reduction

  4. Catalogs • Catalog channel provides benefits to customers that are not available from the store or internet channels. • Benefits • Convenience • Safety • Portability and easy access

  5. Internet • Shopping over the internet provides the convenience offered by catalogs and other non-store formats. The internet, compared with store and catalog channels, also have the potential to offer a greater selection of products and more personalized information about products and services in a relatively short amount of time. • Benefits • Convenience • Safety • Personalization • Broad and deep assortments

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