Brick And Click Retailing Essay

Introduction For the purpose of this study, we first must understand the following marketing terms: brick and click retailing and multichannel shopping. According to Michael Wolfe (2017), brick and click retailing pertains to a business venture that retains a concrete establishment and a web presence. “More than 20 years after the internet was opened to commerce, the Census Bureau tells us that brick and mortar sales accounted for 92.3 percent of retail sales in the first quarter of 2016. Their data show that only 0.8 percent of retail sales shifted from offline to online between the beginning of 2015 and 2016 (Evans & Schmalensee, 2016).” Important to realize, authentic e-commerce businesses, as of late, have not completely liquidated

“Retailers are aggressively competing to ensure they reach the shopper on every platform they use (Nair, 2016).” With the evolution of the internet advancing at lightening speeds, consumers are predisposed to an assortment of methods, in which they could satisfy their shopping needs. It is anticipated that within this very same year the manner in which, consumers identify contemporary products and determine the products they will purchase will be done in a more expeditious manner (Forte, 2018). Now that we have interpreted these two distinct marketing terms. Let us evaluate Macy’s performance in relation to online

Nonetheless, we will continue to furnish the company with our suggestions. If, the company has not already done so, Macy’s may consider invoking an idea known as “show rooming (Jordan, 2013).” This notion allows consumers to conduct a price comparison analysis with items physically located at a brick and mortar store versus online competitors such as Amazon. Similar, to other brands like Victoria Secret for instance, Macy’s could develop their own exclusive products and resolve not to have those particular items sold by other online retailers (Jordan, 2013). Last but definitely not least, Macy’s should establish itself as a forceful presence on the social media landscape. Therefore, the company should create video content that is influential and launch those videos on multiple social media platforms such as, Facebook and Pinterest that will demand its attention from varying levels of consumers. “Brands that fail to incorporate visuals and videos will be left by the wayside (Newman, 2016).” Bearing these thoughts in mind, let us drawn this case assignment to its