Retailing Management, 10e (Levy)
Chapter 3 Multichannel and Omnichannel Retailing
1) Omnichannel retailing is a coordinated multichannel retail offering that provides a seamless and
synchronized customer experience, using all of the retailer’s shopping channels.
2) Direct selling is a retail channel where salespeople interact with customers face-to-face.
3) Automated retailing is a retail channel in which merchandise or services are stored in a machine
and dispensed to customers.
4) M-commerce should be approached by retailers the same as e-commerce.
5) Stores offer immediate gratification to customers.
6) An effective way of combatting channel migration is for retailers to offer exclusive items and
brands.
7) Multichannel and omnichannel retailers can leverage their stores to lower the cost of fulfilling
orders and processing returned merchandise.
8) Retailers need to provide a consistent brand image of themselves and their private-label
merchandise across all channels.
9) Automated retailing occurs when a consumer goes into a store to learn about different brands
and products and then searches the Internet for the same product sold at a lower price.
10) The majority of retail transactions take place online.
11) A multichannel retailer is one that
A) is a combination of single-channel retailers.
B) channels all assortments through stores.
C) works with other retailers who are in the channel.
D) sells merchandise or services through more than one channel.
E) buys merchandise from multiple channels to sell in the stores.
12) Mason’s is an apparel store that also offers online shopping apart from its stores. Therefore,
Mason’s is a(n)
A) computerized retailer.
B) direct seller.
C) electronic retailer.
D) single-channel retailer.
E) multichannel retailer.
13) What best describes using all of the retailer’s shopping channels to create a seamless and
synchronized customer experience?
A) Social retailing
B) M-Commerce
C) Omnichannel retailing
D) Multichannel retailing
E) Direct retailing
14) How is m-commerce different than e-commerce?
A) main retailing versus event retailing
B) a planned purchase versus an impulse purchase
C) researching products online prior to purchasing versus an impulse purchase online
D) an interchange of goods on a large scale versus on a small scale
E) accessing the Internet using a tablet or smartphone versus a computer
15) The highest percentage of retail sales is through what channel?
A) Internet
B) Stores
C) Catalog
D) Mobile
E) Social media
16) What can an online retailer site do to increase personalization?
A) Offer live chats.
B) Offer expanded merchandise assortments.
C) Offer free shipping.
D) Offer order online pick up in store.
E) Offer unlimited time on returns.
17) An example of s-retailing is when
A) a customer has their credit card skimmed when making an online purchase.
B) a customer posts a review of a product with 5-star satisfaction.
C) a customer shops and compares items only in store and also makes their purchase in a store.
D) a customer utilizes the self-checkout system at a store.
E) a customer clicks on an advertisement on Facebook and is connected to the advertiser’s website
to make a purchase.
18) Direct selling is characterized by all of the following except that it is not
A) a highly interactive form of retailing.
B) taking place in the home.
C) mainly performed by independent agents.
D) a low-cost method of retailing.
E) used for selling personal care products.
19) Avon, a cosmetics company, primarily uses which form of retailing?
A) expanded
B) direct selling
C) omnichannel
D) automated
E) showrooming
20) Which of the following is not an advantage of Internet retailing over store retailing?
A) can offer a larger assortment of product offerings
B) can offer more detailed information and product reviews
C) can enter new markets more quickly and economically
D) can collect more information about the customers’ buying behavior
E) can offer increased security in payment transactions
21) Automated retailing
A) is most effective in high-traffic areas.
B) is based on the idea that social relationships influence buying habits.
C) uses a master distributor as lead salesperson.
D) is a recruiting tool for multilevel networks.
E) promotes products through infomercials.
22) Redbox, a DVD rental service, utilizes machines to dispense DVDs to customers. Which form
of retailing is Redbox using?
A) Internet retailing
B) Store Channel
C) Direct Selling
D) Automated retailing
E) Catalog retailing
23) A retailer that sells product online through their website but does not accept that product to be
returned to their store if the customer is not satisfied with it is not yet fulfilling a(n) ________
strategy.
A) multichannel
B) multilevel network
C) omnichannel
D) cross migration
E) single channel
24) Which of the following is not a method for devising an effective omnichannel strategy?
A) Offering varying prices for each channel depending on which channel is most costly to manage
B) Using each channel to promote the others, such as highlighting their web address on bags that
customers carry from their stores
C) Fulfilling orders placed online through the website from stores to increase shipping speed
D) Offering coupons through e-mail for customers to use in store
E) Having private events in stores for customers that RSVP through a social media invite
25) Which of the following is not a method for devising an effective omnichannel strategy?
A) allowing returns of merchandise to any channel regardless of channel of purchase
B) having the same pricing strategies and promotions for all channels
C) splitting buying responsibilities up at the corporate office to specialize in either stores or
e-commerce to better understand the different customers’ buying behaviors
D) having a consistent image across all channels
E) advertising in-store that additional sizes and colors are available online
26) Which channel allows the customer the most ease and unbiased information about products?
A) Internet
B) Stores
C) Catalog
D) Showrooming
E) Automated retailing
27) Which of the following is not a benefit of a store channel shopping experience?
A) Browsing
B) Immediate gratification
C) Risk reduction
D) Personal service
E) Expanded assortments
28) Which of the following is a benefit of only store channel shopping?
A) Convenience
B) Extensive information
C) Personalization
D) Immediate gratification
E) Broad and deep assortments
29) Margaret went to the mall to meet her sister, Val. While at the mall, they witnessed a
back-to-school fashion show in a store. They took a walk and watched the children play in the
center arena. Which benefit of store shopping did Margaret and Val enjoy?
A) Immediate Gratification
B) Entertainment and social interaction
C) Convenience
D) Personal service
E) Touch and feel products
30) Compared to other retail formats, the greatest benefit that store shopping offers is
A) the ability to touch and feel the products.
B) personal safety.
C) easy availability of information for product comparison.
D) broader and deeper assortments.
E) availability of detailed information for evaluating a product.
31) Which retail channel has the least perceived risk when purchasing products?
A) Internet
B) Stores
C) Catalog
D) Showrooming
E) Mobile retailing