Effectiveness of Multichannel Retailing in the United Kingdom

By

ACKNOWLEDGEMENT

I would like to thank my supervisor for supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It also represents my own views & not essentially the ones associated with university.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

Background of the Research Study1

Aims and Objectives of the Research Study2

Problem Statement2

Significance of the Research Study3

Research Questions3

CHAPTER 2: LITERATURE REVIEW5

Theoretical Framework5

Trend of Multichannel Retailing5

Strategy of Multichannel Retailing6

Multichannel Retailing7

Advancement in Technology8

CHAPTER 3: METHODOLOGY9

Introduction9

Research Strategy9

Mixed Research9

Research Design10

Instrument10

Population10

Sampling11

Survey Design11

Target Population11

Data Analysis11

Data Analysis Technique12

Ethical Consideration12

Gant Chart13

CHAPTER 4: ANTICIPATED RESULTS14

REFERENCES15

CHAPTER 1: INTRODUCTION

Introduction of the Research Study

In this research we will investigate into the effectiveness of multichannel retailing in the United Kingdom. Before starting the research, it is necessary to understand the topic in order to know what actually a multichannel retailing means. A multichannel retailer is a company that sells directly to the public via more than one distribution channel. Most multichannel retailers sell through mail order catalogs and "brick & mortar" retail stores. Some multichannel retailers sell online as well. Typically, multichannel retailers begin with a traditional retail storefront, and then add a mail order catalog and finally, once those two channels prove beneficial, he expands to a third selling channel by establishing an online presence.

Background of the Research Study

The last decade has seen a massive growth in e-commerce, and the UK now has one of the most developed online retail markets in the world. Whereas ten years ago only a minority of people had ever purchased anything online that is a book perhaps or a ticket from a budget airline. However, internet shopping is now an activity that sits firmly in the mainstream. The bulk of online shoppers are now members of middle income families, who use the internet to buy everything from their weekly grocery shop to impulse purchases of the latest fashions, along with less frequent but higher value purchases such as the annual summer holiday and renewing car insurance via a price comparison site.

According to a research conducted by Delolitte, “Serving the Connected Consumer: the Multichannel Retail Opportunity”, showed results that 44% of retail transactions in the United Kingdom involve interaction with multiple channels such as in-store, online, mail order and catalogues.

This multi-channel benchmarking study was conducted jointly by Cranfield School of Management and Charteris plc. Key sponsors were the Chartered Institute of Bankers in Scotland (CIOBS) and the Building Societies Association (BSA), representing a significant proportion of the deposit-taking financial institutions in the marketplace of the United Kingdom.

Aims and Objectives of the Research Study

The aims and objectives of the research study are:

To investigate the effectiveness of the multichannel retailing in the marketplace of the United Kingdom

To analyse the ways of how ...