Retail stores offer several benefits to customers that they cannot get when they shop on the Internet: touching and feeling products, personal service, risk reduction, immediate gratification, cash payments, and entertainment and social experiences. In contrast, an e-commerce site offers convenience, safety, broader and deeper assortments, more information and personalization. Learn how to add and place more emphasis on your e-sales to increase customer satisfaction and loyalty and build the image of your institution and store. Providing this seamless experience for customers and exploiting the synergies between the store and the Web can be demanding. Learn the challenges of operational differences in information and supply chain systems, organizing for managing multiple channel operations, and making decisions on pricing, branding and assortments.

In this webinar, you will:

·        Understand why retailers are using e-commerce to complement their store offerings.

·        Consider the synergies between the museum, the museum store, and an e-commerce site.

·        Learn about how retailers overcome some of the challenges in selling merchandise over the Internet.

Original Broadcast: Thursday, July 17 2014

Presenter: Dr. Barton Weitz

Knowledge Standards: Merchandise Planning and Communications

NRP Certificate Credits: 1.0