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Tag Archives: Multichannel Marketing

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Best Buy Touts the Environmental Benefits of Outlet Stores

20 Wednesday Jul 2022

Posted by grewallevymarketingnews in Chapter 17: Retailing and Multichannel Marketing

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best buy, Multichannel Marketing, Retailing

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Some analysts predict 2022 is going to be a rough year for Best Buy. The Motley Fool sees a “growth …

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Influencers, Live on Your Stream, Ready to Sell You the Products You Want

22 Thursday Apr 2021

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 17: Retailing and Multichannel Marketing

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Influencers, Livestreaming, Multichannel Marketing, Retailing, Social and Mobile Marketing

Lo-res_119759522-SIn ongoing attempts to be present in any channel that shoppers might use, retailers are embracing the potential of livestreams and their ability to provide a sort of in-person vibe that helps consumers engage with brands. These channel shifts and efforts also reflect the growing sales potential offered by influencers, whose live broadcasts already attract hundreds or thousands of viewers. Finally, the increasing uses of livestreaming retail reflect the expansion plans of various tech and social media firms to be all things to all users.

On Amazon Live for example, individual influencers constantly post videos that review and introduce various products that viewers can purchase with a click. Multiple streams run simultaneously, so visitors can choose whether they want to learn about a single brand of hot sauce from someone sitting in his car, waiting in line to get a vaccine outside Dodger Stadium, or if they prefer to encounter a wide range of products, presented in a professional, journalistic-like style, by “The Deal Guy.”

These influencers and salespeople generally earn some varying percentage of the price for any products sold through the link on their livestreams. For example, the Deal Guy earns a higher percentage for luxury products than for grocery items. Influencers who attract more views and clicks earn priority placements in video menus, as well as quicker technical support if something goes wrong with their feed.

But whereas Amazon Live allows a few dozen livestreams at the same time, services in China host hundreds of them. China is a big market for livestreaming, such that it accounts for about $63 billion in sales, equivalent to 9 percent of the country’s online market. Many retailers host their own shows. A Chinese college even has added an ecommerce livestreaming degree to its curriculum.

Taking lessons from China’s far more advanced livestreaming examples, one consultant suggests that U.S. retailers cannot simply assume that adding videos to ecommerce sites will appeal to fans of livestreaming. Rather, the channel requires novel, appealing, engaging content. To provide it, retailers might consider limited-time offers, as well as exclusive products that people cannot find elsewhere.

Retailers also might take lessons from an older technology: home shopping channels. In these environments, popular and appealing hosts (similar to influencers) introduced a range of products to shoppers through their televisions (parallel to digital screens), often in virtually real time. Just as today’s users can comment during livestreams, shoppers could call in to chat with a host, establishing a strong connection and sense of engagement. As may come as no surprise, the parent company that owns famous home shopping services such as HSN and QVC already hosts livestreaming sessions on Roku, YouTube TV, and Facebook Live.

Discussion Questions:

  1. What do retailers need to do to leverage livestreaming options?
  2. Which kinds of influencers might be the best options to hire to conduct livestreaming sessions?

Source: Jackie Snow, “Livestreaming, Still Niche, Grows as a Tool for Retailers,” The New York Times, March 14, 2021

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New Format for Luxury Shopping: Social Retail By Burberry in China

06 Tuesday Oct 2020

Posted by grewallevymarketingnews in Chapter 17: Retailing and Multichannel Marketing

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Burberry, China, Multichannel Marketing, Retailing

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Visitors to Burberry’s social retail shop see representations of pure luxury: richly appointed interiors, tastefully stocked with traditional and modern …

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Something for Everyone: Shopping through Facebook Shops

08 Wednesday Jul 2020

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 17: Retailing and Multichannel Marketing

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e-commerce, Facebook, Multichannel Marketing, Retailing, Social and Mobile Marketing

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Platforms rely on the active participation of different kinds of users, each of which must benefit from its participation. With …

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What’s the Deal with Whole Foods and Amazon?

17 Thursday Aug 2017

Posted by grewallevymarketingnews in Chapter 17: Retailing and Multichannel Marketing

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Amazon, Multichannel Marketing, Retailing, Whole Foods

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Amazon.com has redefined all aspects of the retail market. The e-commerce giant’s online presence has forced many brick-and-mortar stores to …

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Pin It or Buy It: The Addition of Buy Buttons to Social Media Sites

07 Monday Sep 2015

Posted by Grewal Levy Marketing in Chapter 03: Social and Mobile Marketing, Chapter 17: Retailing and Multichannel Marketing

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Instagram, Mobile Marketing, Multichannel Marketing, Pinterest, Retailing, social media

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After years of watching users express their deep desire to purchase and obtain products highlighted on their sites, the social …

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When Old School Methods Shine on New Tech: What Sets Kohl’s Successful Mobile App Apart

14 Thursday May 2015

Posted by Grewal Levy Marketing in Chapter 03: Social and Mobile Marketing, Chapter 17: Retailing and Multichannel Marketing

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kohls, mobile app, Mobile Marketing, Multichannel Marketing, Retailing

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Cutting-edge technology companies and hipsters might not give a lot of credit to retailers as innovators. But when an international …

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The Odd Grocery Upstart: How Trader Joe’s Leveraged Its Entertaining Atmosphere into a Serious Competitive Proposition

22 Sunday Jun 2014

Posted by Grewal Levy Marketing in Chapter 09: Segmentation, Targeting and Positioning, Chapter 11: Product Branding and Packaging Decisions, Chapter 17: Retailing and Multichannel Marketing

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Multichannel Marketing, Retailing, Trader Joe's, Whole Foods

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The employees are wearing tropical shirts, the product labels feature puns and silly rhymes, and the manager goes by “Captain.” …

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Archived Articles by Chapter

  • Chapter 01: Overview of Marketing (73)
  • Chapter 02: Developing Marketing Strategies (131)
  • Chapter 03: Social and Mobile Marketing (153)
  • Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics (145)
  • Chapter 05: Analyzing the Marketing Environment (213)
  • Chapter 06: Consumer Behavior (172)
  • Chapter 07: Business-to-Business Marketing (83)
  • Chapter 08: Global Marketing (114)
  • Chapter 09: Segmentation, Targeting and Positioning (142)
  • Chapter 10: Marketing Research (97)
  • Chapter 11: Product Branding and Packaging Decisions (200)
  • Chapter 12: Developing New Products (178)
  • Chapter 13: Services: The Intangible Product (140)
  • Chapter 14: Pricing Concepts for Establishing Value (93)
  • Chapter 15: Strategic Pricing Concepts (88)
  • Chapter 16: Supply Chain Management (106)
  • Chapter 17: Retailing and Multichannel Marketing (199)
  • Chapter 18: Integrated Marketing Communications (160)
  • Chapter 19: Advertising, Public Relations and Sales Promotions (186)
  • Chapter 20: Personal Selling and Sales Management (55)
  • Marketing Tidbits (28)
  • Uncategorized (3)

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