Multi-channel Retail and its Integration

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Manjee, Rizwan (2007) Multi-channel Retail and its Integration. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

As a part of MBA management project, I along with my group selected to undertake a group and individual project. Our group of four was invited into Boots.com to investigate the performance of electrical beauty category using McKinsey retail model as basis. For our individual project, we were supposed to select independent research topics.

Boots is going through the phase of creating a multi-channel retail strategy for their organization and are in the phase of planning integration of different existing and new retail channels. I chose to undertake multi-channel integration topic as my individual research topic.

This reports looks at various elements which are linked to multi-channel retail integration. It starts by creating an understanding about the concept and discovering customer behavior with respect to multi-channel buying. It leans on to defining different strategies which can be adopted by the organization while implementing multi-channel. Finally, last section discuss about different frameworks which can help an organization to integrate different distribution channels of the organization which is a biggest challenge for current high street retailers such as Boots.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 20 Nov 2007
Last Modified: 21 Mar 2022 16:04
URI: https://eprints.nottingham.ac.uk/id/eprint/21477

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