Retailing and omnichannel Marketing
         LEARNING OBJECTIVES
            LO1   Discuss the four factors manufacturers should consider as they 
                  develop their strategy for working with retailers.
            LO2   Outline the considerations associated with choosing retail 
                  partners.
            LO3   List the three levels of distribution intensity. 
            LO4   Describe the various types of retailers.
            LO5   Describe the components of a retail strategy.
            LO6   Identify the benefits of stores. 
            LO7   Identify the benefits of omnichannel retailing. 
            LO8   Detail the challenges of omnichannel retailing. 
                                                                                       17-2
                                          H&M
                                         AP Images/Denis Doyle
                                                                                  17-3
                              Factors for Establishing 
                         a Relationship with Retailers
               Choosing               Identifying           Developing             Managing a 
                retailing              types of                a retail            omnichannel 
               partners               Retailers               strategy               strategy
                                                                                                     17-4
                         Choosing Retail Partners
                                 Channel Structure
                Degree of vertical 
                Degree of vertical 
                    integration
                    integration
              Manufacturers brand
              Manufacturers brand
                     Power of 
                     Power of 
                manufacturer and 
                manufacturer and 
                      retailer
                      retailer
                                                                              ©M Hruby
                                                                                      17-5
              Choosing Retail Partners
                Customer Expectations
                                                17-6