Omnichannelling and the Predominance of Big Retailers in the post-Covid Era

The Covid 19 pandemic has profoundly affected the competitive context of retail companies. Multiple changes have occurred both in consumer behaviour, in retail strategy and marketing channels. In particular, the pandemic has accelerated the use of digital technology in the processes of physical purchase and distribution of retail products, favouring new forms of integration between physical and online channels (so-called omnichannelling). Many brick&mortar stores have closed down, others have modified their original logistic functions in favor of the new digital integrated ones, with a smaller number of point of sales assuming the connotation of flagship stores with greater force. Some cases confirm the acceleration that took place towards the integration and redefinition of the roles of physical and online channels. The biggest retailers empower their predominance in the global markets. Smaller operators could renew their role by shaping new forms of collaboration to survive.

Retailing Strategies of West African Itinerant Immigrant Traders in Ghana

While Ghana remains a key destination for West African itinerant immigrant traders, studies examining their retail strategies appear missing in the Ghanaian migration literature. Applying the mixed methods design, quantitative and qualitative data were obtained from 779 immigrant vendors and 9 immigrant key informants. In tandem with this design (mixed methods), interview schedule and in-depth interview guide were employed to collect the data for analysis. The results indicate that most of the respondents exhibited their entrepreneurial prowess by constructing a network of clients around their business. The findings indicate that they sustained their clients by selling their wares at reduced prices with the supplier price being the determinant. Such traders usually prefer cash payments for their products with street vending being their main itinerant retail strategy. Primarily, most of them advertised their wares by shouting to draw attention to what they sell while others increased their sales using flattery and persuasive language. The Chi-square test results revealed a significant nexus between the immigrant vendors’ countries of origin and the various techniques they used to retail their goods. The study unveils the fact that aspiring entrepreneurs and shop retailers could experiment the pricing strategy of these immigrant traders, to increase sale values.

Impact of Retail Strategy, Location and Type of Business on Sales: A Case Study of Peace & Love Festival Borlänge

Purpose - This study primarily examines how local retail businesses strategically take advantage of an event like the Peace and Love Festival. The financial effects of the event on these businesses were studied with a focus on whether sales increase or decrease during the Festival. The influence of three important factors was examined; business strategy, location of business and type of business on local businesses’ sales during festivals. The study assessed the impact of specific location and the effect of these festivals on different types of businesses. It uncovers the influence of such events on businesses, particularly on their sales. Overall, such festivals have positive financial effects on all local business, except a few, which are further explored in the study. Methodology- The study adopts a qualitative research method in order to obtain a deeper knowledge of how local businesses take advantage of events and festivals. Primary data has been gathered by interviewing local businesses and respondents from Peace & Love Festival. In total, 22 retailers were approached and interviewed. Non-probability, purposive sampling was used for the research in determining the sample population. Semi-structured, face-to-face interviews were conducted with respondents. The collected data was documented and analysed using interpretivist paradigm and content analysis. Findings- The results indicate that various types of businesses experience different sales effects during such festivals. Location of retail outlets and their effective strategies influence sales. Findings also show that hotels, fast food restaurants, and beverage sectors show higher sales as compared to other sectors. The retail stores showed slight increase in sales, but electronics/appliances stores experienced almost no change, and some even showed negative sales. Practical Implication- Businesses can take maximum advantages of such events and enhance their revenue by adopting different strategies. Governments can take advantage of such studies, and promote festivals as they have influential power on attracting large number of visitors towards the host destination.

Review of E-Commerce Business in India

E-Commerce is growing step by step in both B-to-B and B-to-C context. Retailing industry including Fashion Retail and Grocery retailing have gotten on to the trend and have begun to offer E exchanging or Online Shopping. In the early 1990s we saw Companies setting up websites with very little understanding of E Commerce and Consumer behavior. E commerce as a model is entirely unexpected from conventional shopping in all respect. All Companies have quick realized the require to have E commerce strategy separately yet as a piece of overall Retail Strategy. Retail Strategy involves anticipating the business development keeping in view the current market trends, opportunities just as threats and building a strategic arrangement that helps the Company deal with all these external factors and stay on course to reach its objectives. Further the Retail business strategy is concerned with identifying the markets to be in, building the product portfolio and band width coupled with brand situating and the different elements of brand perceivability and in store advancements etc. Business operations are more or less norm and proven models that are adapted as best practices.

Omnichannel marketing and beacon technologies: experience and prospects in Europe

The article presents the main results obtained from the use of Omnichannel marketing strategy and Beacon technologies in the field of European trade, determines by the difference between multichannel and omnichannel marketing strategies. For the development of the main directions of digital technologies in the field of marketing, proposed in the works of D.J. Peltier, it is necessary to update the components included in the structure of integrated marketing communications. The authors established that under the influence of modern digital marketing technologies, it is necessary to redefine the disparate points of contact with customers that affect the process of consumer engagement and profit generation due to the use of various Omnichannels. Developing practical aspects of the Omnichannel retail strategy put forward by Yu. Melantiu needs to take into account that at the intersection of effective Omnichannel marketing and strategic initiatives, marketers get the opportunity to attract new customers and increase the level of brand loyalty. The paper presents the structure of beacon technology, gives the results of its application in European trade. The study reveals that the emergence of Omnichannel marketing leads to the destruction of the structure fields in the already available points where brands and consumers come into contact. The purpose of the article is to assess the level of application of omnichannel marketing technologies and beacon technologies by European retailers in order to develop a recommendation base necessary for the further effective development of omnichannel marketing in European countries. The authors propose a scheme of interaction between beacon technologies and information technology integrators within the framework of the omnichannel marketing strategy. The study performs a comparative analysis of multichannel and omnichannel marketing strategies. The authors make conclusions related to the development of omnichannel marketing in European countries, as well as determine the possibility of integrating beacon technologies into the omnichannel marketing system.

Online Consumer Behaviors Trigger Drastic Distribution Changes

In this chapter, the author investigated the characteristics of online consumer behavior regarding the grocery retail market and their impact on retailers' distribution channel strategies. It examined the impact of recent innovations and the globalization of online technology on retail strategy. To achieve these goals, this study analyzed case studies of online consumer behavior in the Japanese online grocery market. Not only has there been a dramatic increase in sales over the last decade, but there have also been significant changes in both online technology and distribution channel strategy in this market. Underlying this transformation is the influence of Japan's characteristic online consumer behavior. Based on an empirical analysis of Japanese consumers and several case studies, this chapter predicts the future features of the online grocery market.

DIGITAL TRANSFORMATION OF CAR DEALERSHIP BUSINESS IN CONDITIONS OF THE CRISIS CAUSED BY COVID-19

The article is devoted to the study of the process of formation of the car retail strategy in the conditions of digital transformation and challenges caused by COVID-19. Object of study - digital transformation of car dealership business in conditions of COVID-19. Purpose - to investigate the process of car retail strategy formation in conditions of digital transformation and challenges caused by COVID-19. Methods of research - analysis, synthesis, generalization, systematization, graphic. The article examines how the change in consumer preferences, digitalization, and ACES trends (autonomous driving, connectivity, the electrification of vehicles, and shared mobility) cause the transformation of car retail. The current situation with COVID-19 is accelerating the introduction of digital car purchase models and the development of online sales channels. The essence of modern trends of the car retail market and their consequences for car manufacturers, dealers, and clients have been analyzed. Five archetypes of future retail strategies in the automotive market have been identified, with their characteristics, prerequisites, and implications for automakers, dealers, and customers. The state and prospects of the automotive market of Ukraine have been investigated. It was concluded that the role of official dealerships in vehicle trade, maintenance, and repair will gradually decrease. A number of measures were proposed to ensure the survival of dealerships in Ukraine. KEY WORDS: DIGITAL TRANSFORMATION, DIGITALIZATION. CAR DEALERSHIP BUSINESS, RETAIL STRATEGY, BUSINESS MODEL, COVID-19.