DISTRIBUTION & MARKETING PLAN

Online shopping has increased dramatically over the past few years, and online retailing becomes the top priority of all major grocery retailers. On one hand, retailers see the needs to offer easy and convenient shopping venues to attract and keep customers. On the other hand, the consumers take advantage of the extended product assortments and services offered by both online and traditional retailers. More and more traditional brick-and-mortar retailers such as Best Buy, Walmart, Costco, and Macy’s are becoming brick and click stores. Multichannel retailing is popular way to sell products and services nowadays. The marketing managers need to find ways to effectively and efficiently manage various distribution channels and deliver products and service through both online and offline channels. In this case, we focus on Macy’s brick-and-click channel-management issues.

Case Reading

Review the followings articles related to brick and click shopping and multichannel retailing (Use the university online library search engine and additional library resources on TLC Portal to find the articles):

Avery, J.,  Steenburgh, T.J., Deighton, J., & Caravella, M. (2013). Adding bricks to clicks: On the role of physical stores in a world of online shopping. GfK Marketing Intelligence Review, 5(2), 29.

Birchall, J. (2009, May 14). Macy’s online sales rise 16% despite store woes. The Financial Times, pp. 16.

Clicks and bricks; retailers and the internet. (2012). The Economist, 402 (8773), 18.

Griffiths, G H & Howard, A (2008). Balancing clicks and bricks – strategies for multichannel retailers. Journal of Global Business Issues, 2(1), 69.

Katia Campo, & Els Breugelmans. (2015). Buying groceries in brick and click stores: Category allocation decisions and the moderating effect of online buying experience. Journal of Interactive Marketing, 31, 63.

Macy – online order fulfillment center expansion – Arizona. (2014). World Market Intelligence News

Macy’s fights online shopping with a tablet in fitting rooms. (2015). Engadget [Engadget – BLOG]

Mixing bricks with clicks; retail. (2013). The Economist,406(8828), 70.

Newman, D. (2016). The Top 10 Trends Driving Marketing In 2017. Forbes. Retrieved from http://www.forbes.com/sites/danielnewman/2016/10/18/the-top-10-trends-driving-marketing-in-2017/#34f633e17581

Case Assignment

Online shopping has increased dramatically over the past few years, and online retailing becomes the top priority of all major grocery retailers. On one hand, retailers see the needs to offer easy and convenient shopping venues to attract and keep customers. On the other hand, the consumers take advantage of the extended product assortments and services offered by both online and traditional retailers. More and more traditional brick-and-mortar retailers such as Best Buy, Walmart, Costco, and Macy’s are becoming brick and click stores. Multichannel retailing is popular way to sell products and services nowadays. The marketing managers need to find ways to effectively and efficiently manage various distribution channels and deliver products and service through both online and offline channels. In this case, we focus on Macy’s brick-and-click channel-management issues.

Case Reading

Review the followings articles related to brick and click shopping and multichannel retailing (Use the university online library search engine and additional library resources on TLC Portal to find the articles):

Avery, J.,  Steenburgh, T.J., Deighton, J., & Caravella, M. (2013). Adding bricks to clicks: On the role of physical stores in a world of online shopping. GfK Marketing Intelligence Review, 5(2), 29.

Birchall, J. (2009, May 14). Macy’s online sales rise 16% despite store woes. The Financial Times, pp. 16.

Clicks and bricks; retailers and the internet. (2012). The Economist, 402 (8773), 18.

Griffiths, G H & Howard, A (2008). Balancing clicks and bricks – strategies for multichannel retailers. Journal of Global Business Issues, 2(1), 69.

Katia Campo, & Els Breugelmans. (2015). Buying groceries in brick and click stores: Category allocation decisions and the moderating effect of online buying experience. Journal of Interactive Marketing, 31, 63.

Macy – online order fulfillment center expansion – Arizona. (2014). World Market Intelligence News

Macy’s fights online shopping with a tablet in fitting rooms. (2015). Engadget [Engadget – BLOG]

Mixing bricks with clicks; retail. (2013). The Economist,406(8828), 70.

Newman, D. (2016). The Top 10 Trends Driving Marketing In 2017. Forbes. Retrieved from http://www.forbes.com/sites/danielnewman/2016/10/18/the-top-10-trends-driving-marketing-in-2017/#34f633e17581

Case Assignment