04_Omnichannel Flashcards
(10 cards)
What is a distribution channel?
A distribution channel is a set of interdependent organizations involved in making a product or service available for use or consumption.
What are the functions of a distribution channel?
Information provision, product transformation, logistics, transaction handling, and after-sales service.
What does disintermediation mean in marketing?
The removal of intermediaries using digital channels, e.g. when manufacturers sell directly to customers.
Der Wegfall von Zwischenhändlern durch digitale Kanäle, z. B. wenn Hersteller direkt an Kunden verkaufen.
What are the benefits of BOPS?
Immediate product availability and prior online research – combining the benefits of online and offline channels.
Sofortige Verfügbarkeit des Produkts und vorherige Online-Informationssuche – die Vorteile von Online- und Offline-Kanälen kombiniert.
What happens to online sales after BOPS is introduced?
Online sales drop by about 7% in areas close to brick-and-mortar stores.
In Regionen mit stationärem Geschäft sanken die Online-Verkäufe um ca. 7 %.
What is the difference between multichannel and omnichannel?
Multichannel uses multiple disconnected channels; omnichannel offers a seamless, integrated customer experience across all channels.
Multichannel nutzt mehrere Kanäle, die nicht integriert sind; Omnichannel bietet eine integrierte, nahtlose Kundenerfahrung über alle Kanäle hinweg.
What is showrooming?
Customers view products in-store but purchase them online, often for convenience or price.
What was the impact of offline showrooms at Warby Parker?
Online sales increased by 2.9% and first-time purchases by 7.3% in regions with showrooms.
Online-Verkäufe stiegen um 2,9 % in Regionen mit Showrooms; Erstkäufe stiegen um 7,3 %.
What is omnichannel marketing?
The synergistic management of all (digital and physical) channels to optimize the entire customer journey.
Die synergetische Verwaltung aller (digitalen und physischen) Kanäle zur Optimierung der gesamten Customer Journey.
What are typical characteristics of omnichannel marketing?
Seamless experience, consistent pricing, unified branding, cross-channel tracking.
Nahtloses Erlebnis, einheitliches Pricing, konsistentes Branding, kanalübergreifendes Tracking.
