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Web, Nonstore Based, and other Forms of

Nontraditional Retailing

Chapter06

TC/IS/2011/MS/144MMT:3093

Retailing MarketingDepartment of Business & Management Studies

Trincomalee CampusEastern University - Sri Lanka

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Non-store retailing is a form of retailing in which sales are made to consumers without using physical stores.

Non Store Retailing

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Single-channel and Multi-channel retailing

Nonstore-based strategy mixes: direct marketing direct sellingvending machines – with an emphasis on direct marketing

Electronic retailing through the World Wide

Nontraditional forms of retailing:Video kiosks Airport retailing

Discussion Areas

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Single Channel and Multi Channel Retailing

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Single Channel Retailing

Store Web Mail Order

Mobile

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Multi Channel Retailing

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Direct Marketing

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Material distributed via the postal service to a recipient’s home or business to promote a product/service.

DIRECT MAIL

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TELEMARKETING

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DIRECT RESPONSE ADVERTISING

Standard broadcast and print media designed to generate a direct response.

Example: an order or personal visit.

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Direct selling method in which merchandise from several vendors, or several items from the same vendor, are presented to prospective buyers via mail or internet.

MAIL ORDER OR CATALOGUE MARKETING

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.E-MAIL MARKETING

Electronic mail as a means of communicating commercial or fundraising messages to an audience.

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Modern Marketing Tool

Mobile App

Direct Marketing Trend

1. Expanding activities of direct marketing

2. Changing customer lifestyle

3. Increased competitors

4. Greater use of multi channel retailing

5. Newer role for Catalog and TV

6. Technological advances

7. Infomercial- Documentary

8. Interns global direct marketing

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Advantages of Direct Marketing

Expand trading area

Many costs are reducedSpecific customers segments are pinpoint through

target mailing

Customer shop convenientlyHuge geographical area can be covered inexpensively

and efficiency

Lower price

e

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Limitation of Direct Marketing

Product cannot be examined before purchase.

Firms may underestimate cost.

Clutter exist.

Printed Catalogs prepared in advance.

Delivery delay create bad name for company

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Nonstore-based strategy mixes: Direct marketing Direct sellingvending machines – with an emphasis on direct marketing

Discussion Areas

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Executing a Direct Marketing Strategy

Printed List from brokerDownload mailing listMailing target areaAdvertising news paper

Direct marketing tools

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Direct Selling

Direct Selling

Contact with

Customer home

Phone Solicitation

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Vending Machines

Vending Machine is a cash or card operated retailing format that dispenses goods and services.

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Characteristics of Web Users

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Project a retail presence

Enhance image

Generate sales

Reach geographically-dispersed customers

Provide information to customers

Promote new products

Demonstrate new product benefits

The Role of the Web

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World Famous online shopping stores

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Other Nontraditional Forms of Retailing

Airport RetailingVideo Kiosks

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THE INFORMATION KIOSK

By the touch of a finger users can gain access to product information company services forms and printouts for retail stores

Other Nontraditional Forms of Retailing

27Airport Retailing

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Single-channel Multi-channel retailing Nonstore-based strategy mixes:

direct marketing direct sellingvending machines –

Electronic retailing through the World Wide Web

Nontraditional forms of retailing:

Video kiosks Airport retailing

Single-channel

SUMMERY

Multi-channel Direct Marketing

Web, Nonstore Based, and other Forms of Nontraditional Retailing