What a mouthful!
Detail:
Multi-channel platforms. Now that’s a mouthful. Almost makes you think it’s a new variation to the Hogwarts-meets-King-Cross-Station theme, with perhaps Harry Potter and his gang trooping off on Platform 9¾ to school and Snape and Co zipping off to a summons from Voldemort on Platform 51/2…
Needless to say, it’s not. At its most simplistic, multi-channel platforms (or multi-channel retailing) is marketing-speak for a business that sells via more than one distribution channel, be it mail-order, internet, or bricks and mortar.
It’s interesting that in the pet industry, the clear majority started out as bricks-and-mortar businesses, but with the growth of the internet, a number have added on-line sales into the equation. Multi-channel retailing in action. Part of this was obviously a direct response to the recent phenomenon of purely online pet retailers.
However, this month the pet industry sees a new start-up that is immediately launching two retail streams, and one which is totally new to the industry. I’m talking of animalbargains.com, the new website and TV shopping show aimed purely at pet owners – see the July issue of pbwnews for launch information.
I’m intrigued with this launch and will be watching its development over the next few months closely – its aim is to air five hours of shows a week by December, and if all goes well, animalbargains.com will be launched as its own shopping channel.
I’m curious though as to the actual impact this new launch will have on the pet trade. There are, of course, two angles to consider. One is the internet, and this will have several well-established pet websites to compete against. And we all know the price wars that go on over the internet.
Then of course is the TV shopping angle. Now this is new to the UK, and I like new. “New” tends to shake things up, makes one reassess what one has been doing and whether there is a better way of doing it.
Yes, I know there is a lot of competition and pressure out there on independents, and I know many shops have closed their doors over the last year. But that is why the pet industry has to keep its eye on the ball, and think of new ways of presenting itself and meeting customers’ needs and expectations. It’s a sign of the times, and we all have to move with them.
Which is why I was also intrigued, but not overly surprised, to learn that there is a dedicated animal radio station in America.
Animal Radio is a two-hour weekend programme and involves a host of contributors including a vet, dog trainer, news director, groomer, animal communicator and travel reporter. Different celebrities and their pets are also invited to talk about hot topics or just chat about their pets.
Multi-channel retailing. It’s all about being creative and coming up with new ways and methods of getting a message across to consumers. And inevitably, only the innovative will survive and thrive.
Needless to say, it’s not. At its most simplistic, multi-channel platforms (or multi-channel retailing) is marketing-speak for a business that sells via more than one distribution channel, be it mail-order, internet, or bricks and mortar.
It’s interesting that in the pet industry, the clear majority started out as bricks-and-mortar businesses, but with the growth of the internet, a number have added on-line sales into the equation. Multi-channel retailing in action. Part of this was obviously a direct response to the recent phenomenon of purely online pet retailers.
However, this month the pet industry sees a new start-up that is immediately launching two retail streams, and one which is totally new to the industry. I’m talking of animalbargains.com, the new website and TV shopping show aimed purely at pet owners – see the July issue of pbwnews for launch information.
I’m intrigued with this launch and will be watching its development over the next few months closely – its aim is to air five hours of shows a week by December, and if all goes well, animalbargains.com will be launched as its own shopping channel.
I’m curious though as to the actual impact this new launch will have on the pet trade. There are, of course, two angles to consider. One is the internet, and this will have several well-established pet websites to compete against. And we all know the price wars that go on over the internet.
Then of course is the TV shopping angle. Now this is new to the UK, and I like new. “New” tends to shake things up, makes one reassess what one has been doing and whether there is a better way of doing it.
Yes, I know there is a lot of competition and pressure out there on independents, and I know many shops have closed their doors over the last year. But that is why the pet industry has to keep its eye on the ball, and think of new ways of presenting itself and meeting customers’ needs and expectations. It’s a sign of the times, and we all have to move with them.
Which is why I was also intrigued, but not overly surprised, to learn that there is a dedicated animal radio station in America.
Animal Radio is a two-hour weekend programme and involves a host of contributors including a vet, dog trainer, news director, groomer, animal communicator and travel reporter. Different celebrities and their pets are also invited to talk about hot topics or just chat about their pets.
Multi-channel retailing. It’s all about being creative and coming up with new ways and methods of getting a message across to consumers. And inevitably, only the innovative will survive and thrive.
By:
Sandra
Date/time :
08/07/2010
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