Online shopping has increased dramatically over the past few years, and online retailing becomes the top priority of all major grocery retailers. On one hand, retailers see the needs to offer easy and convenient shopping venues to attract and keep customers. On the other hand, the consumers take advantage of the extended product assortments and services offered by both online and traditional retailers. More and more traditional brick-and-mortar retailers such as Best Buy, Walmart, Costco, and Macy’s are becoming brick and click stores. Multichannel retailing is popular way to sell products and services nowadays. The marketing managers need to find ways to effectively and efficiently manage various distribution channels and deliver products and service through both online and offline channels. In this case, we focus on Macy’s brick-and-click channel-management issues.
• Briefly review the facts on the brick and click retailing and multichannel shopping, as reported in the articles.
• Describe how Macy’s performed in online channel? How Macy’s could do a better job to manage the online and offline channels? Consider appropriate distribution concepts to support your arguments.
• Considering the changing consumer shopping behaviors and new technology trends, how would you recommend Macy’s compete with Amazon and other retailers in the future?