Igel Verlag, 100 Pages, Paperback. ISBN: 3868152806 (German wording)
„The transformation into an integrated Multi-Channel-Retailer
is the biggest challenge for the modern retailer.“*
The german fashion retail business is currently facing a difficult situation: declining sales and cheaper, non-fashion industry discounters are making the fight for the customer
more intense in fashion retail. Furthermore
Consumer behavior is changing
: the modern customer
more and more wants to decide by himself, where, when and how he gets information about a product and eventually buys it.
The Winner on that is the company, which is able to increase customer loyalty to his company.
One of those strategies can be offering multiple marketing channels to the customer, which we call Multi-Channel-Marketing
Stefan Kock is looking at a specific model of Multi-Channel-Marketing in retail in his study, the so called "Brick&Click-Marketing", i.e. the combination of stationary retail and online commerce
in order to close the gap of research in this area and show approaches for continuing analysis of the specific business models within multi channel marketing.
Additionally the author combines traditional approaches of economics with those of business information technology,
to present an interdisciplinary view of Brick&Click-Marketing in fashion retail
. The study is aimed primarily
at brick and mortar retailers in the clothing industry, who plan to open up an online shop as an additional sales channel. Furthermore, this study
represents a valuable source for students and other interested
parties who deal with the topic of multi-channel marketing in retail and want to learn more about the various forms of multi-channel
[*Source: BAUER, A.W. (2001): Online oder offline?
Der Handel im Spannungsfeld zwischen Old und New Economy - Die Zukunft
gehört dem Multi-Channel Retailer, in: Ahlert et al: Internet & Co. im
Handel. Strategien, Geschäftsmodelle, Erfahrungen, Berlin [u.a.], S. 62.]
About the author:
, born 1979, has been studying business administration and communications
at the University of Lueneburg and also Marketing at Angelo State University
in Texas, USA. Currently the author is working as a SEM expert & Web Analyst
for an eCommerce Company located in Hamburg, Germany.