this is the case study

Its no longer bricks-and-mortar versus E-commerceomnichannel is the path to success. Consumers have myriad ways to shop, and retailers must keep up. New [technology] tools transform the way consumers want to shop, says Anne Zybowski, a vice-president at Kantar Retail. In response, retailers are re-thinking operations, from infrastructure and inventory systems to delivery and marketing. As measured by STORES annual Top 100 Retailers report, by Kantar, the evolution of retailing displays the survival skills of long-time firms. Chart topping stalwartsWalmart, Kroger, Costco, Home Depot, Target, Walgreen, and CVShave maintained dominance by meeting consumers changing desires, including for online shopping and digital interaction. Amazons ascent continues, and although E-commerce has not proven to knock bricks-and-mortar off its pedestal,the old location, location, location mantra doesnt carry the same

weight that it once did. Instead, the two channels continue to converge: Store operators are seeing much digital success, whereas online merchantsincluding Amazonare expanding with showrooms, pop-up shops, and other ways of meeting shoppers face-to-face. Omnichannel remains aspirational. Todays omni-shoppers know what they want, Zybowski says, retailers to offer whatever, wherever, whenever they want. When it comes to value, they want [to have] their cake and eat it toothey dont expect to pay more for convenience. The challenge is meeting consumers reset expectations. Retailers must learn how to fundamentally transform their business models, ones built for maximum efficiency and scale, and transform them into more nimble, effective ones, Zybowski adds. Tom Cole, of Kurt Salmon Associates, says mobile is key in omnichannels push to seamless consumer experiences, although the mobile transactions volume is still low. Retailers need to build to omnichannel via legacy systems already in place. Omnichannel is the new reality whether they engage or not. If youre available where and when consumers look for you, great. If not, you lose to someone who is, says Marge Laney, of Alert Technologies. Online-only retailers lack the high engagement that the in-store experience can deliver. Offline-only retailers dont deliver the comfortable experience that consumers utilise to make their shopping itineraries. Digital is the connective tissue between online and in-store, says Claude de Jocas, intelligence group director for L2. Stores have been cast as a liability in an Amazon era, but theyve been making a comeback as something thats critical to a retail strategy. Nordstrom is advanced in all facets of its omnichannel approach. The retailer has nearly 1 million followers who can shop via Instagram; its network of fulfilment centres is growing. Nordstrom has also launched a scan-and-shop feature within its catalogue app that links readers of the print catalogue to E- and M-commerce sites. We hope that scan and shop creates a more seamless shopping experience for our customers who enjoy browsing our catalogues but also enjoy the many benefits technology affords the experience to make it more personal, says spokesman Dan Evans, Jr. Nordstrom is also connecting with teen shoppers via digital mall Wanelo; and in spring 2015, it unveiled a test of a clickand-collect service that included curbside pickup. This complements a more traditional buy online, pick up in-store program that Nordstrom has had since 2008. A third service, TextStyle, was launched in late May 2015 and involves all of Nordstroms full-line stores; it allows customers to make purchases from their personal stylist or sales associate using text messages.

the answer is supposed to be 600 words thanks :)

1. Evaluate how Omni channel retailers can have control of any SIX (6) key elements of retail marketing to serve their customers. Support your answer with relevant examples. (30 marks)