Effectiveness of Multichannel Retailing in the United Kingdom

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, [names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

In this research we will investigate into the effectiveness of multichannel retailing in the United Kingdom. Before starting the research, it is necessary to understand the topic in order to know what actually a multichannel retailing means. A multichannel retailer is a company that sells directly to the public via more than one distribution channel. Most multichannel retailers sell through mail order catalogues and "brick & mortar" retail stores. Some multichannel retailers sell online as well. Typically, multichannel retailers begin with a traditional retail storefront, and then add a mail order catalogue and finally, once those two channels prove beneficial, he expands to a third selling channel by establishing an online presence. The research study is based on the effectiveness of multichannel retailing in the United Kingdom. In the research study, the survey was conducted with the retailers operating their retail business in the United Kingdom for past many years. The survey questionnaire was comprised of number of questions that were based on the retailing sector of the United Kingdom particularly those that have been operating through channels other than the conventional retail channels. The survey questionnaire was mainly focussed on finding out relationship between organizational changes and the technological changes required for the adoption of number of other channels like catalogue orders and the internet retail channel for selling their products to the customers. The retail centres have been earning great deal of money and have expanded their business activities to greater extent. However, with the evolution of new technology, different other channels have also been adopted by the retailers for the selling of their products to large extent. The adoption of new channels has been made possible through the new technology that has facilitated the retailers to offer their products to the customers that are out of their reach.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

TABLE OF CONTENTSV

CHAPTER 1: INTRODUCTION1

Introduction of the Research Study1

Background of the Research Study3

Aims and Objectives of the Research Study4

Problem Statement4

Significance of the Research Study4

Research Questions5

Outline of the Research Study5

CHAPTER 2: LITERATURE REVIEW8

Theoretical Framework8

Multichannel Retailing9

Trend of Multichannel Retailing11

Strategy of Multichannel Retailing12

Act of buying is dependent upon a variety of historical, social, political and cultural processes14

Buyer Behaviour Is Related To a Variety of Practical Concerns15

Approach of economic theory16

Comparing and ...