Lecture 9

Question 1

Strategic level

Answer 1

multi-year horizon, quite hard to reverse
- Expansion to store channel
- Store roles
- Store format design

Question 2

Tactical level

Answer 2

half-year/yearly basis, easier to reverse than strategic
- Store network optimization
- Store liquidation process
- Store layout
- Employee training

Question 3

Operational level

Answer 3

Day-to-day processing, execution
- Store process design
- Staffing decisions
- Employee management

Question 4

Store functions

Answer 4

1. Pre-purchase
2. Purchase and fulfillment
3. Post-fulfillment

Question 5

BORIS

Answer 5

Buy Online, Return in Store

Question 6

Benefits BORIS consumers

Answer 6

• Convenience
• Get money back faster

Question 7

Benefits BORIS retailers

Answer 7

• Save on shipping costs (does it outweigh handling costs)
• Opportunity to annihilate return or convert to cross- or upsell

Question 8

HALO effect

Answer 8

the situation in which the online channel sees an increase in sales after a store opening

Question 9

Success of a store

Answer 9

• Speed things up (click & collect)
• Lower costs (ship from store)
• Increase sales (increase conversion)
• Improve the quality of consumer choices (lower returns)
• Provide positive experiences (store as a stage)
• Increase customer satisfaction (salespeople)
• Increase brand awareness (billboard effect)