MANAGEMENT OF RETAILING

Management of Retailing



Management of Retailing

Introduction

A multi-channel system is a manifestation of the sales or distribution policy is for retail companies is nothing new. The increasing Internet penetration, the steadily growing number of online shoppers, the improved broadband penetration, the increasing drive the sales of paid content on the Internet and mobile Internet use both Trading companies as well as manufacturers to rethink and restructure their up- previous sales channel systems. Also applies to the online trading as the sales channel the most dynamic in retail and as a form of future sales. Retailers take on the task of distribution of the assets of the he- producing to the consuming business units by the assets buy from producers and sell to consumers (computerweekly.com).

The concept of multi-channel retailing is a specific expression of the form of multi- operating company of the retail trade, in which a plurality of content-not necessarily conceptually different operating and marketing types who used parallel. After such alternate sales channels of multi-channel system, a substantial range connection or a substantial product overlap exists, based on the different types of operating and sales is the speech the same, but different customer segments (or target groups) and Customer needs possible. From the use of multiple channels is generated over the Multi-Channel Retailing the traditional trade following competitive advantages which are synergies to individualize and to customer loyalty, efficiency improvements through different channels offer away, information as the basis of a customer's network formation, synergies in procurement and in the use of media or customer service services and larger market with special ranges and combination of sets. The online shop is a form of distance and different principle from the other above-described types of distribution by the following criteria (Zhang 2010, p. 168).

Two retailers are chosen who operate in UK high streets (bricks) that are also e-retailers (clicks). The paper discusses the retail/e-retail theories/models. The two retailers who are also e-retailers chosen for this research are 'John Lewis Partnership' and 'Kingfisher'. John Lewis Partnership deals with the accessories, grocery, department stores and home-waves. Kingfisher deals with the home and DIY.

John Lewis Partnership

It is one of the successful retail businesses in UK. The business of John Lewis is visionary and they have their own way of doing retailing and business. There are about 39 shops of John Lewis around UK operated by 81,000 permanent staff. This includes 30 departmental store and 9 John Lewis at home. There is a farm, a production unit, 288 Waitrose supermarkets and an online catalogue business. The business have also won award of 'Retailer of the year' by the Oracle Retail Week Awards 2011. The employees are known as the partners at John Lewis. It is the third largest group in UK (johnlewispartnership.co.uk).

Retail versus e-retail operations

The retail operations of John Lewis are conducted through outstanding shop keeping standards maintained across divisions. The headquarters work closely with the branches to have quality delivery of customer ...