Looks like the Danish retail chains are not yet taking advantage of the multi-channel marketing. The advancement in technology has brought forth e-commerce into the picture and conducting business on the online platform has become interestingly very easy and convenient. Multi-channel retail offers a wide range of channels through which the products and services are made accessible to the public at large.
Multi-channel retail then refers to reaching out to the customers through cross channel integration in service, information and management in a systematized and consistent manner. The growth or success of the multi-channel retail totally depends in the hands of the consumer. Consumer of today is a more informed person and hence is capable of taking more informed decisions. Before making any big purchase, he is using a minimum of two to three channels while shopping. Another basic advantage that comes with multi-channel retail is that of the strategic competitive advantage that it has over the other retail outlets.
When the retail outlets can have these and many more other advantages like establishing consumer loyalty and brand images, it is an opportune moment for the Danish retail chains to go in for multi-channel retail. The main reason as to why multi-channel retail and e-commerce are recommended for Danish retail outlets is that they can benefit both from organizational perspective as well as customer related perspective.
As far as the retail outlet is concerned, they could garner more growth and revenue opportunities. There is an increased interaction with the customer and leads to a better customer loyalty through this interaction. Customers too have an advantage with multi-channel marketing as they can choose their channel according to their convenience.
Though there may be a few challenges when trying to switch over to the multi-channel retail system, the thought of going more open and accessible to the consumer at large is what makes the entire multi-channel marketing very appealing to the retail chains. Older the retail outlet, more challenges they are going to face for the transition and vice versa. Therefore, with multi-channel one requires to integrate the disparate systems and technologies that the change brings along with it.