RMG 910 Lecture 1: Week 1

• School: Ryerson University
• Department: Retail Management
• Course: RMG 910
• Professor: Jenna Jacobson

Document Summary

Omni-channel: a retail strategy as consumers expect a seamlessly connected and meaningful shopping experience, meets needs and provide value, shift away from brick-and-mortar to online and blurred online-offline. Halo effect : the more channels you offer your customers to shop, the more they spend; or the other way around, multichannel customers spend more, multiple consumer touchpoints at least 4 channels. Break in the chain : more experienced markets and consumer expect omni-channel. If a retailer is not on all channels, there may be a break in the chain and customers move to another competitor. In-store return of online purchases: online order + in-store pick-up, provide website on receipts, store app/website lists in-store availability.