Retailmarketing agency NKA has published the results of a series of interviews thefranchise marketing consultants conducted with retail industry stakeholders,intended to gauge their attitudes and intentions to initiate multi-channelretailing.
Withonline retail sales set to double by 2015, the franchise marketing consultantscaution that retailers will need to develop dynamic responses to the challengeof this new retailer model, and to counter the loss of incidental customeruptake afforded by pre-existing physical retail locations.
NK&Ainterviewed retail industry stakeholders in metropolitan NSW to discuss thisnew multi-channel retailing model, speaking with:
- * Franchise and licensee CEOs
- * Multiple store company retailers
- * Retail store owners; and
- * Marketing managers for multi-national enterprises in the retail sector.
Thefranchise marketing consultants found that retail companies with an annualturnover greater than $100 million dollars had a 90% greater propensity to beimplementing online customer engagement platforms and tools that interact withtheir target category users than retail companies with an annual turnover ofless than $50 million over the next 12 months.
Retailcompanies in the higher turnover category also had a 30% greater propensity tobe implementing new online retail strategies within the next twelve months.
Theseonline channel campaigns include:
- * Direct sales portals
- * Rewarding customers
- * Interacting with customers
- * National sales promotion fulfillment
- * Establishing an affinity channel (and co-branding campaigns); and
- * Cross selling and upselling product lines and extensions.
14% ofretailers interviewed by the franchise marketing consultants revealed that theyhad introduced a secondary online channel to market to support their retailsales function, and 22% were in the process of trialing an online direct saleschannel to market.
75% ofretail stakeholders believed that their online channel strategy could better improvetheir retail sales capability when involving their front line customer servicesstaff.
Finally,70% of stakeholders interviewed who are currently rewarding customers forutilizing online sales channels believed the communication and promotion of theironline value proposition could be supported more intensely in their retailmodel.
Theseinterviews demonstrate that online, multi-channel retailing is becoming asignificant consideration for retail stakeholders. NKA franchise marketingconsultants recommend that retailers adopt a methodological approach to respondto these changing consumer dynamics, by establishing a clearly defined brandproposition.
NKAoffers a range of marketing campaigns for franchise systems across Australia,with a particular focus on new and developing strategies in online marketing.
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