Multi-channel Strategy (With Project) International Business - Novancia Program Spring 2018 Semester - Early Start - Paris

In retail, as in communication, contacting the customer in multiple ways is becoming increasingly the norm. With store sales, distance sales, the increasing use of the Internet, retailers are using multiple channels simultaneously, and "click and mortar" set-ups are becoming widespread. In this context, it is essential to study the conditions for success, as well as the limits of multi-channel strategy. This course provides an insight into the success of the grocery 'click and mortar' model developed by large grocery retail companies and allows understanding the basis of their competitive advantages.