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Essay / Research Paper Abstract
This 8-page paper discusses how Eddie Bauer, the outdoor apparel retailer, relies on multichannel marketing and technology to reach potential consumers. Bibliography lists 5 sources.
Page Count:
8 pages (~225 words per page)
File: AS43_MTeddimult.rtf
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Unformatted sample text from the term paper:
focuses on Eddie Bauer and its multichannel strategies specifically, there is enough information about multichannel marketing in the retail sector in general which, in turn, can be applied to Eddie
Bauer specifically. To do this, it would first be helpful to discuss the benefits of a multichannel marketing strategy in the retail
sector. Close to a decade ago, McKinsey issued a treatise about multichannel marketing, its complexities, and ultimately, the benefits. Companies needed to master the multichannel marketing concept to obtain and
retain success, according to this report. Back then, the McKinsey people reported that by the mid-2000s, more than 50% of customers would use multiple channels for shopping and purchasing, with
the channels including (but not limited to) in-store browsing, telephone, kiosks, catalogs and online (McKinsey Marketing Practice). "While still early in their evolution, multi-channel value propositions . . . show
signs of being significant growth and profit drivers for companies that are able to effectively develop them," the report concludes. The McKinsey folks
did get it right - these days, many retailers (including Eddie Bauer) are relying more and more on multichannel strategies to encourage consumers to part with their money. But McKinsey
couldnt have foreseen how pervasive and important the Internet would become in terms of shopping and information gathering. McKinsey also couldnt have foreseen the rise in importance of social networking
sites like Facebook and MySpace. Nor could this company have foreseen technologies, and viral word-of-mouth tools like Twitter. All of these have had an interesting impact on multichannel marketing and
sales, as fashion retailers race to incorporate all of these in their marketing strategies. How, then, would Eddie Bauer use this strategy
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