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Multichannel retailing
Multichannel retailing or Omnichannel retailing is the use of a variety of channels in a customer's shopping experience including research before a purchase. Such channels include retail stores, online stores, mobile stores, mobile app stores, telephone sales and any other method of transacting with a customer.〔Options Mail Order (2015). (Multichannel Retailing Inforgraphic )〕 Transacting includes browsing, buying, returning as well as pre-sale and after-sale service.
==History==
Up until the early 1990s, retail was either a physical brick and mortar store or catalog sales where an order was placed by mailing it to the merchant or via telephone. Catalog sales for an assortment of general goods started in the late 1800s when Sears & Roebuck issued its first catalog in 1896.〔searsarchives.com (History )〕 Over 20 years later, L.L. Bean started its catalog business in U.S.A. However sale by mail order dates back even further when British entrepreneur Pryce Pryce-Jones set up the first modern mail order in 1861, initially selling Welsh flannel.〔(Pryce Pryce-Jones, Newtown businessman who introduced mail order shopping to the world ) BBC.co.uk〕〔(【引用サイトリンク】title=A Brief History of Newtown )〕
In the early 1990s, AOL, CompuServe and Prodigy experimented with selling through their proprietary online services. This was the start of sales channel expansion in a retail environment that had changed little in nearly a century. While general merchants (e.g. the corner store) had evolved to department stores and Big Box, electronic ordering was a whole new frontier. Internet transactions were taking place sporadically, but they weren't secure (e.g., credit cards were passed in the open rather than being encrypted).
This started to change in August 1994 when NetMarket processed an Internet sale where for the first time the credit card was encrypted. Shortly thereafter, Amazon.com was founded and eCommerce sales channel established itself. Mobile commerce arrived in 1997, and multichannel retailing really took off. Multichannel retailing is about selling through a variety of sales channels, but these sales channels are generally independent of one another so they are not integrated; as a result, this rarely provides a consistent customer experience. Integrating the sales channels is just starting to get some attention and is widely viewed as the next evolution of retailing which is being as coined as omnichannel retailing.〔information-age.com (Why omnichannel retail is more than just a buzzword )〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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