The paper "Competing in the Age of Omnichannel Retailing by Erik Jeffrey " is an outstanding example of a business article. The article “ Competing in the age of omnichannel retailing” 2013 by Erik, Jeffrey and Mohammad discuss the concepts of online retailing as opposed to old retailing methods. It argues that the traditional and physical retailing has changed and businesses are using the omnichannel retailing technique. Technology plays a major role in influencing this transition (Erik et al, 2013, 2). The enabling technologies such as location-based applications have also contributed to changes in online shopping.
Customers locate available products in nearby stores. They can also compare prices and then make choices. The purpose of this paper is to make a critique of the article. Summary of the article Mobile computing is the concept applied in today’ s business. There is a distinct difference between traditional and internet retailing. In traditional retailing systems, consumers visited retail outlets physically to shop for the products they want. There was no online information to help in decision making. Technology development has created a platform where the customers can access information online including the comparison of prices (Christopher, 2012, 5).
For instance, in the US more than 50% of the population own smartphone implying that they can access the internet wherever they. Traditionally, retailers wooed their customers through low prices and a wide selection of products. In this regard, the physical location of the stores provides barriers such as geographical access to the retailers. It was difficult for the customers to access the products because they had to move from one store to another to search for the best deals before making a decision to buy the products.
Price comparison was an issue. Also, the article talks about enabling technologies in promoting omnichannel retailing. Through the applications, the customers locate the products they want and compare the prices with the surrounding stores. The mobile technology application is advancing significantly (Simchi-Levi et al, 2007, 24). Mountain View provides Loopt that provides retailing services with locations. It allows the customers to connect automatically who in their location. Moreover, the users of Loopt can find nearby friends and leave a coupon. It is the greatest technology of all because it helps to link customers with the products in the location. Google Glass provides customers with the opportunity of offline and online options so that they can choose the information they want.
Other global market leaders like eBay have an opportunity for the customers to virtually try the clothing. Besides, Amazon mobile applications provide the customers with an opportunity to point the product they want to buy to see pricing as well as client reviews. In this context, enabling technologies have helped contributed to omnichannel retailing (Gerrit & Chritoph, 2010, 45).
This is a perfect example of how retailing has changed from traditional to internet retailing. It links customers with retail stores everyday day and night. On the other hand, the article argues about the challenges and opportunities of internet retailing. The first opportunity according to the authors is that organizations are able to access a wider market scope. It is because the customers globally can access the products online thus creating a large market share. Besides, the marketing team can send out a message to potential customers online (Patrick, 2003, 36).
The customers can access information such as a comparison message about pricing while they are shopping in another store. Moreover, internet retailing enables the marketing team to track customer records efficiently. Initially, customer tracking was possible only through fixed connections. In this regard, internet retailing has narrowed the marketing concept thus the customers can be tracked online (Donna & Thomas, 2005, 28). However, the main challenge of omnichannel retailing is the intensity of competition. It is because online retailing has eliminated barriers such as geographical since the customers can access the products online.
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