Chapter 14: Marketing Channels
and Retailing
A channel refers to a way of making a product available to
distribute to the end consumers. A marketing channel helps by getting the right
products to the right consumer in time for purchase. This channel terminology
falls under the P of physical distribution in the four Ps of the marketing mix.
Adidas is always looking for a new great way to get its
product out to consumers. This time they incorporated a new digital experience in
European stores. RFID or Radio Frequency Identification is the wireless use of
electromagnetic fields to transfer data, for the purposes of automatically
identifying and tracking tags attached to objects. The tags contain electronically
stored information.
In the new Adidas store Customers that take product into the
changing room are greeted with a mirrored display which provides more
information about the products they have taken into the store as well as give
the customers some ideas of outfits to combine. This is convenient for customers
because they won’t have to leave the room to pick up another item and wait on
line again to change a second time. Also it beats having to stand in long lines
waiting behind someone with a large sum of items because with the RFID tag
items get ringed up automatically.
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