The multi channel sales. Advantages and disadvantages from the manufacturer's and customer's point of view
Seminar paper from the year 2019 in the subject Business economics - Trade and Distribution, grade: 1,7, University of applied sciences Frankfurt a. M., course: Handel, language: English, abstract: Multi-channel distribution, hereafter referred to as the larger literary spread of the term multi – channel retailing (“MCR”), is a marketing strategy that is indispensable in today’s retail landscape. At the same time, the linking of different distribution channels is not a new phenomenon and in practice has been practiced long before the invention of the Internet, e.g. in the form of catalog shipping and stationary sales, successfully practiced. (cf. Rittinger, 2014) The topic has first through the commercialization of the Internet gained new relevance and has become the explosive proliferation of smartphones ultimately one of the key topics of today’s sales development history. (cf. Schramm – Klein, 2012) In the present elaboration of this topic, the phenomenon from the manufacturer’s and the customer’s point of view will be examined disadvantages of this distribution system concept. First of all, the fundamentals necessary for understanding, beginning with the definition of the term and its conceptual delineation are explained and in the course of this, the difference between the integration and the separation of the distribution channels in an “MCR” system is discussed. In addition to the possible manifestations of such a distribution channel layout, the two development paths to the “MCR” should take place. The explanation of the basics ends with the presentation of the Sales channel selection determinants. In the third chapter, according to the objective given to this work presented the advantage and disadvantage of an “MCR” system after having presented the general condition to be observed in sales today. Chapter four discusses the concept of cross – channel management and how it benefits consumers and entrepreneurs by integration distribution channels. In particular, one of the most important trends in the sales landscape will be discussed the “Omni Channel Sales”. (cf. n.p., 2015a) To conclude this term paper, a conclusion is drawn in Chapter five.
