Question

1. We also learn that Neiman Marcus has been reaping major benefits by giving smartphones to associates to communicate with customers. What other strategies could a traditional department/chain store employ to successfully promote the brand through multi-channels?

2. Victoria's Secret, Sephora, and American Eagle are mentioned here as companies that are leading in omnichannel retailing. What, specifically, have they done to earn this accolade? Please discuss 2 other retailers that you feel have been successful "converging the channels", and explain your thoughts.

Answer 1

1. Other strategies that a traditional department/chain store can successfully employ to successfully promote the brand through multi channels is using camera devices and other tracking devices that can help in tracking the movement of goods across different channels. Other strategies can be using common software platforms that can maintain the inventory of goods sold through different channels so that record is maintained of the goods sold.

2. Victoria's Secret, Sephora, and American Eagle have done cross selling across their different platforms. Customers can select products on a platform that are shipped to them or they can pick themselves from a store. The availability is ensured and communication is done across channels. Two other retailers that have been successful in converging the channels are " Burberry" and Macy's stores. The customers are allowed to chose from any of the channels and then the goods are shipped to them across channels based on availability.